Welcome to GANNI

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We can’t deny that denim is one of the most polluting pieces in fashion. It takes an estimated 88,000 litres of water to create one pair of jeans*. So when we decided to improve our denim, we set out to reduce our environmental impact from the very first step. This means only working with certified organic cotton.

TOUGH LOVE: THE ULTIMATE DURABILITY TEST

We want you to have fun in your jeans so we made sure our denim remains functional, retains its shape, and washes when faced with everyday life. As part of the Ellen MacArthur Jeans Redesign project, the natural and renewable organic cotton fibres have been rigorously tested for durability through 30 wears and washes to ensure they age gracefully. The washes have been applied by Jeanologia machines, a leading technology innovation company that designs and develops sustainable solutions; laser, and ecosystem for denim washes.

ELLEN MCARTHUR JEANS REDESIGN INITIATIVE

We’ve been working to develop denim that focuses on durability, material health, recyclability and traceability and is made to be circulated, not wasted. So we’re super proud to be part of the Ellen MacArthur Foundation’s Jeans Redesign Initiative - a guideline set out by over 80 denim experts. In a nutshell, it's the most responsible way for us to produce denim right now. Jeans Redesign ensures positive impacts for the environment, society, and the health of those people working in its industry. Our SWIGY, MISY, BETZY and LOVY GANNI Denim styles meet the project’s guidelines. We know it’s not perfect, but it’s inspiring us to take our learnings to do better and aim for 100% in the future.

GANNI DENIM GOES THE DISTANCE

GANNI Denim goes the distance. Our design team has collaborated with Berlin-based Circular Fashion to receive training on how to design for circularity in the future, principles that have been reflected in this denim collection. Denim can last a lifetime if you treat it right. Check out our GANNI Denim Care Guide powered by Steamery to love, care and wear your jeans for years to come.

GOOD FRIENDS AND GOOD JEANS – WITH YOU FOR LIFE

Good jeans are like good friends, with you for life. Designed for durability, our design team gave each of our 7 GANNI Denim styles their own nicknames to reflect their unique fit and personality. From high to mid-waist, wide-leg to straight-leg – finding your fit has never been easier with the help of our Denim Fit Guide. Our denim collection is made with 100% organic cotton and 25% of the collection meets the Ellen MacArthur Jeans Redesign Initiative. Jeanius. Get acquainted with the nicknames of our 7 new core denim styles and get ready to become BFF’s for life