HOW GINA TRICOT REPURPOSES LEFTOVER DENIM

BY ANGELA VELASQUEZ

SEAMS LIKE NEW COLLECTION COURTESY

Reworked denim from past seasons is the focal point of Swedish fast-fashion retailer Gina Tricot’s new collection called “Seams Like New.”

Spanning tops, bottoms and accessories, the collection was produced in cooperation with XV Production, a Swedish studio focused on textile design and sustainable production.

Run by women entrepreneurs, XV Production offers remade, mending, repair and pattern making services. The garments were made at XV’s Borås micro factory, close to Gina Tricot’s corporate office. The companies have worked on several collaborations in the past. Style-wise, Seams Like New hits on the buzziest trends. The collection includes a strapless ruffle top, rigid wide-leg jeans, a washed gray vest, cargo jeans and a pieced maxi skirt.

Denim legwarmers cut from jeans legs and featuring pull tabs are the collection’s wild card. The legwarmers sit over shoes, creating a denim boot effect.

It also offers denim rosettes—a nod to the early 2000s Carrie Bradshaw-approved accessory that has been making a comeback as of late.

Norwegian fashion blogger Nina Sandbech stars in the campaign for Seams Like New.

“When Gina Tricot approached me to be the face of their campaign, I eagerly accepted, both because I’m interested in the concept and because I think it’s a fantastic initiative from the company,” she said. “I particularly love the denim roses from this collection, which can be styled with anything, as well as the long denim skirt which I adore.”

Repurposing denim has been successful for Gina Tricot. The company previously released several remade collections, such as “Designed by Hanna MW,” which sold out in just a few hours. A denim corset, hat and bag were part of that collection.

Seams Like New is available now in select Gina Tricot stores and on the brand’s website.

https://sourcingjournal.com/denim/denim-brands/gina-tricot-seams-like-new-remade-denim-upcycled-nina-sandbech-419472/