Ganni X Levis Repeat

  • by Alan Taylor

The path to being a fully sustainable brand doesn't happen with one single method or model, you have to utilise every route available to you. One of these routes that Ganni and Levis teamed up on late last year in their 'Ganni Repeat' experiment is combining upcycling with a rental model.⁠⠀
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Gannis creative director Ditte Reffstrup has worked with all secondhand 501s as the base fabrics to design a reworked 501 jean, shirt and a shirt dress, incorporating some of Ganni's signature collar and sleeve details.⁠⠀
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None of the pieces are available to buy rather you can rent them for a 1, 2 or 3 week period where you would then return them and they would be cleaned for the next customer, as Reffstrup puts it 'to be worn by many and owned by none'.⁠⠀
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As both Ganni and Levis still work on a traditional business model for the majority of their sales they are both far from being a truly sustainable brands but this initiative (along with others that both have enacted) is definitely an exciting step in the right direction.⁠⠀
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What do you think of this experiment? Would you rent your clothes? Let us know in the comments below.⁠⠀

 

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