E.L.V. DENIM

All text quotes from the founder - Anna Foster.

E.L.V. DENIM was founded on the principle of using only post-consumer waste to create new pieces. Denim is the largest polluting garment in the world, so it was extremely important for me to make this discarded material viable again, particularly as there are more jeans than people on the planet! We also produce locally, which gives us the lowest possible carbon footprint and supports local manufacturing.

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It was hard at the beginning to convince retailers that customers would want to buy jeans that were unique. They are all the same size, but they have differing lengths, different characteristic, and a shade band variation, each quality which makes them so special in my opinion.

— Anna Foster, E.L.V. Denim

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Net A Porter were the first to believe in me in 2018 and we are still going strong today. Everyone said I wouldn’t be able to scale this business but 4 years on we are a team of 5 and we are growing. I am super proud I have likeminded women by my side who all feel passionately about conscious production and consumption. I am only as successful as my team around me.

— Anna Foster, E.L.V. Denim

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We have now launched E.L.V. DENIM as an upcycling concept as we expand into other materials other than denim. Uniquely, I only design from a point of waste. Unlike other designers who design and findthe material, I find the post-consumer garments and that inspires me to create the next piece, which most importantly can be scaled.

— Anna Foster, E.L.V. Denim

Photographed by @alexbramall
​Styling direction @nataliewj
​Awar Mou is wearing all @elvdenim