Making Science

Levi's and Ganni collaborate on denim rental service

Tyrone Stewart

Levi’s, one of the world’s best-selling denim brands, has teamed up with Danish fashion store Ganni to launch a clothing rental service.

The ‘Love Letter’ capsule collection features three pieces of clothing made from upcycled vintage Levi’s and repurposed denim and is supported by Near Field Communication (NFC) technology.  

“Ganni was the perfect partner to bring this upcycled rental collection to life. Our mutual love for denim and desire to creatively reconstruct vintage 501’s was an incredible jumping off point,” said Karyn Hillman, Chief Product Officer at Levi’s. “We infused Ganni’s signature, beautiful spin into our repurposed denim icons, creating something completely new, and something timeless to be shared.”

Levi’s and Ganni have teamed up with connected consumer agency SharpEnd to deliver a ‘post tap’ experience for renters. By tapping the NFC-enabled size patch with a smartphone, they are able to see the history of the item of clothing and discover who rented out the piece before them.

The connected experience also gives renters access to videos and ‘love letters’ from Ganni Creative Director Ditte Reffstrup, exclusive content from global campaign shoots, style inspiration, content from previous renters, and more.

“Working with an iconic brand like Levi’s is a dream come true,” said Reffstrup. “This partnership is all about sharing that love for great denim and passing it on. We handpicked each pair of vintage 501’s with Levi’s for the project to upcycle and give them a new life. It’s been such a special and personal process.”

The denim capsule is exclusively available via Ganni Repeat, the store’s rental platform – extending Ganni’s rental services across Europe and America for the first time. Rental prices start at $45/€55 to rent an item for one week and items can be kept for a maximum of three weeks.