Levi’s x GANNI Collection Showcases Cottonized Hemp

Levi’s original denim jeans may not have been made from hemp, but it’s latest collaboration with Danish girl brand GANNI certainly is. 

The new collab combines the Copenhagen brand’s cool-girl style with Levi’s classic Americana for a 14-piece collection made from cottonized hemp. The spring/summer 2021 line, which went on sale February 24, seeks to showcase a more sustainable approach to denim that involves less water and pesticide use. In fact, the collection only used hemp crops fed entirely with rain water. 

“This collaboration was an opportunity to [use] next level sustainable materials with cottonized hemp,” said Karyn Hillman, chief product officer for Levi’s, which also utilizes cottonized hemp in its WellThread line. “It’s been amazing working with the GANNI team, we both share a passion for authenticity, originality, and sustainability.”

The brands recruited British photographer Rosie Marks to create the campaign imagery. Instead of shooting the models on location, Marks created cardboard cutouts of the denim-adorned models and then shot the cutouts in Copenhagen and San Francisco. In addition to reducing pandemic-related risks, the cardboard models avoided the carbon footprint associated with transporting an entire team for the shoots. 

Items in the hemp denim collection range in price from $115 to $475 (USD) and are available from GANNI, Levi’s and select retail partners around the world. 

Images courtesy of GANNI. 

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