E.L.V. (East London Vintage) DENIM is a sustainable denim brand through and through. Fully manufactured in East London, all of their pieces are made from unwanted existing denim and they pride themselves in only using 7L of water compared to the 7000L needed to create a new pair of jeans. We spoke to founder Anna Foster about her motivation and working with Net-A-Porter.
First thing you do in the morning?
Steaming cup of hot water – and I try to meditate for 10 mins, as it gives some mental stability and clarity to the day. It doesn’t always work out that way, but I do try!
What inspired you to start E.L.V. DENIM?
I wanted to create a brand which ONLY used existing material. When I started researching, the statistics around denim were horrifying. It takes 10,000 litres of water to make one pair which is the same that one person drinks in 13 years! Added to the fact that there are more jeans than people in the world, and millions of these jeans are discarded. I felt a duty to try and right the environmental damage we have already done, by taking these jeans and turning them into new pieces which can be loved once again.
Coolest thing that's happened since starting your business?
I don’t think I can just pinpoint one! Launching the brand with Net A Porter as my first retailer; Pop-Up in Selfridges; learning that Chrissy Teigen is a fan! But the best thing is hands down receiving lovely messages from customers saying that E.L.V. DENIM are their best fitting jeans ever!
Biggest challenge since starting?
At first the majority of retailers found it difficult to incorporate the concept that all the jeans would be different into their buying structures. However, right from the beginning, Net A Porter didn’t see this as an issue and trusted that their customers would also see the uniqueness as a brilliant concept (as I do!) and their support has meant so much.
Best business advice you've ever received?
Never see anything as a problem, just a challenge.
Favourite item in your closet?
My E.L.V. DENIM Black Flare
Must follow Instagram accounts?
Hearted items on By Rotation?
Simone Rocha dress – goes perfectly with an E.L.V. DENIM Swarovski jacket
Prada boots – paired with The Straight Leg Jean
Saks Potts jacket – completed with The Boyfriend jean
Vintage boots – they will go well with every single E.L.V. DENIM piece available!
Rent E.L.V. DENIM on the By Rotation app here.