Did you know there are more jeans than people in the world? Or that we produce four billion new pairs a year, most of which are discarded? We’re all too aware of the detrimental effects of fast fashion on the environment, so we won’t go into all the details yet again (even though, on average, it takes 10,000 litres of water to make just one pair of jeans). Instead we’ll introduce you to E.L.V. Denim, a zero waste brand, renowned for its iconic contrasting jeans and jackets made with upcycled denim, on a quest to make unwanted material viable again.
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“There is no new material in any of our products, as we are trying to ‘right the wrong’ of the damage that was caused in the first place,” Anna Foster, founder and creative director tells MOJEH. “We are the only denim brand in the world to only use 100 per cent upcycled material.” Taking redundant denim and turning it into new styles, the seasonless label first finds the perfect material, before deciphering what design can be made from it. “As all E.L.V. Denim jeans are made from vintage jeans, each piece is as unique as the person who wears them,” adds Anna. “I wanted to create the brand so people could feel like they had a one-off piece, something no-one else had.”
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The brand’s upcycled denim is sourced from warehouses around the UK, where its jeans are crafted, washed by a local launderette and dropped off to the studio in an electric car – could you get any more sustainable? Well yes actually, you could. All parts of the jeans are either used to make new products, given to a local artist or donated to art schools for ongoing sustainability projects. While jeans are a key focus, E.L.V. Denim made its first foray into denim jumpsuits at the end of 2020, and now designs everything from jackets and menswear to made-to- order designs. What’s not to love about that? Shop now
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