Your favourite jeans just got a whole lot more sustainable, thanks to E.L.V. DENIM.
It was love at first sight when we were introduced to E.L.V. Denim. The brainchild of Russh Fashion Director at Large, Anna Foster and her team at E.L.V. Denim source and rework discarded and unwanted denim into timeless, vintage inspired sustainable denim.
Hailing from its namesake East London (E.L.V. is an acronym for East London Vintage), Foster utilises local businesses and ethically run factories in her local area to create beautiful denim garments with a low carbon footprint and a zero waste ethos.
Chic denim that is good for the environment - now that's a win!
Step One: Sourcing
To maintain a low carbon footprint and support the local fashion industry, E.L.V. Denim ensure they source their vintage denim pieces wholly within the United Kingdom.
Step Two: Washing
Working with a local laundrette in the brand's home of East London, the previously discarded pieces are thoroughly washed. This step alone in the process saves on average 6993L of water in the production of one pair of jeans!
Step Three: Preparing
Precise measuring, colour grading and sorting of the denim is done by hand by Anna and her dedicated team. They ensure the quality is up to the highest standard and pair similar pieces together for the next step.
Step Four: Creating
Working with a local atelier that has sustainability as their key ethos, the jeans are hand cut and sewn, keeping to traditional denim methods.
Step Five: Leather Labels
Keeping with their zero-waste policy, E.L.V. use the cut-offs from a local leather factory to produce the branded leather patches you'll find on every pair of jeans.
Step Six: Detailing
Using recycled board and vegetable ink for a lower carbon footprint, down to the tags, every detail of this sustainable fashion brand is produced in East London.
Step Seven: Scraps
Working with local schools, E.L.V. donates any unused denim for textile classes. They also work with world renowned artist Ian Berry, who creates artwork using these denim scraps.
Watch E.L.V. Denim's story of the sustainable jean here