Cover Levi's collaborates with Ganni for a second denim collection (Photo: Courtesy of Levi's)

American denim brand, Levi's teams up with Danish fashion label, Ganni for a second collaboration of denim pieces, each made to last using cottonised hemp

Levi's and Ganni continue their partnership with a collection of timeless denim jeans, jackets, dresses and tops—each made using cottonised hemp to celebrate their efforts on responsible fashion, sustainability and design innovation. The two fashion brands are building on the previously, upcycled, rental-only "Ganni x Levi's Love Letter" collection launched in 2020.

The hemp blended into these garments comes from rain-fed hemp crops which reduces water usage even further. After that, it's treated in a way that softens, or rather "cottonizes" the fiber, making it look and feel indistinguishable from normal cotton.

"We're huge fans of Ganni's work and this collaboration was an opportunity to inject their signature and effortless femininity into Levi’s iconic denim, using next level sustainable materials with cottonized hemp. We both share a passion for authenticity, originality, and sustainability. Ultimately, we set out to inspire authentic self-expression—creating unique and easy pieces that people fall in love with, and wear again and again and again," says Karyn Hillman, chief product officer at Levi's.

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The follow-up collaborative effort between the two brands plays off their mutual appreciation for one another, combining their signature design details, with each piece featuring the Levi's x Ganni unique back patch. The collection includes standout denim dresses with Peter Pan collars, limited-edition Ganni prints and 70s-inspired shapes, ultimately building on the heritage and authenticity of Levi's styles and Ganni's playful design patterns.

"Working with Levi’s has been so much fun. From the moment we met, there was instant chemistry and we really felt aligned on our visions from the very beginning. The collection is all about timeless pieces that you want to wear over and over again. It’s classic denim with a few playful details that just get even better with time. We hope people will wear them forever," says Ditte Reffstrup, creative director at Ganni.

The campaign that goes with the launch of the collection was shot by photographer Rosie Marks in London, Copenhagen and San Francisco. The 14-piece ready-to-wear collection of dresses, shirts, jeans, T-shirts and sweatshirts will be available at Levi's Harbour City store from February 24, 2020.

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