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Ganni Teams with Provenance to Trace Denim Supply Chain

Danish brand Ganni is continuing its commitment to producing more responsibly with a new initiative specifically focused on its denim business. The brand recently announced a partnership with traceability provider Provenance, which will help provide insight into the supply chains of its “carry over denim,” or core styles that return season after season.

The brand first introduced the partnership as part of its leisurewear offering in the fall, which allowed it to give consumers in the U.K. access to sourcing and production data. It plans to expand traceability information across three more product groups globally this year.

Ganni’s denim is made and sourced in Turkey, with 100 percent traceability on stages 1-4 of the supply chain—the highest level of visibility the brand has achieved on a product group to-date. Traceability is currently provided on everything from stitching facilities to yarn mills and tanneries. This year, the brand aims to trace products down to stage 5, the raw material level.

“Fashion supply chains are immensely complex and we need to untangle them,” said Ganni founder Nicolaj Reffstrup. “I have a background in tech, and partnering with software solution provider Provenance as the first global fashion company goes hand in hand with our transparent, tech-driven approach to how we do business.”

Previously, the Ganni denim design team collaborated with Berlin-based Circular Fashion to receive training on how to design for circularity in the future. The brand also joined the Ellen MacArthur Jeans Redesign program, an initiative that sets minimum requirements for durability and material health when using recycled components in denim. Its Swigy, Misy, Betzy and Lovy denim styles are part of the initiative.

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The brand has also worked with heritage denim brand Levi’s on sustainable denim collections. In 2020, the labels worked together on an exclusive upcycled rental-only capsule collection, “Love Letter.” The collaboration consisted of three staple denim pieces: a button-down shirt, 501 jeans and a shirt dress made from upcycled vintage Levi’s and repurposed denim. The following year, they revisited their partnership with a 14-piece capsule collection featuring a mix of denim jackets, shirts, jeans and dresses all made with cottonized hemp.

Ganni has long been focused on the responsible sourcing of its products. Currently, at least 50 percent of its products’ composition is certified recycled, lower impact or organic fiber. All of Ganni’s stage 1 manufacturers, which encompass stitching, assembly and knitting, have signed a code of conduct in line with the UN International Labor Organization.

The brand’s stage 1 and 2 suppliers are published in the Open Apparel Registry, a database of global apparel facilities. There are currently 153 facilities listed that work with Ganni, including knitting mill Cinalli Nicola, embroidery facility Bordados Oliveira in Portugal and textile manufacturer Elmas Textile in Turkey.