The new collection by the Ganni brand is made exclusively of deadstock denim, with 16 styles ranging from a trench coat to a denim suit, a cut-out dress, a bucket hat, and more. Ganni is a Danish fashion brand. The brand is taking upcycled denim to new heights in its second collaboration with Priya Ahluwalia, founder, and designer of London fashion label Ahluwalia. The brands first collaborated on pieces last April.
The new collection features heaps of patchwork denim and laser-printed patterns. The range pulls influences from Ahluwalia’s Indian-Nigerian heritage and London roots, ’90s denim, and Ganni’s Scandi style defined by puffed sleeves and dramatic silhouettes. With this collection, the brands announced that Ahluwalia would join Ganni’s creative collective, a forum that invites creatives to collaborate on projects. The collective will announce collaborators later this year.
Using recycled materials is a top priority for Ganni, which in November partnered with Infinited Fiber Company, the Finnish circular fashion technology group behind Infinna. This regenerated textile fiber looks and feels like virgin cotton, and products from the partnership are expected to launch this year. The company is ahead of its sustainability goals. It recently published a report stating that it has already achieved 30 of its 44 “Gameplan” goals initially slated for 2023 and is confident it can achieve the remaining 14 in 2022 through additional partnerships.
