E.L.V. Denim Links with Samsung for London Fashion Week Presentation

British denim brand E.L.V. Denim’s held its first-ever presentation during London Fashion Week, and in the process raised awareness about microplastics. 

Titled “The Journey,” the collection marks the East London-based brand’s seventh year of producing garments from 100 percent upcycled materials. It also reflects E.L.V. Denim’s evolution from launching with a single jean in 2018 to unveiling a full collection spanning shirting, tailoring, leather and evening wear at London Fashion Week.

Highlights in the collection included ruched and color blocked jeans, pieced shirt dresses and coordinates crafted from patchwork denim and leather.

“From the very beginning, we believed—and still believe—that we make the best jeans in the world,” said Anna Foster, E.L.V. Denim founder and designer. “Our commitment to upcycling, local manufacturing, and true sustainability sets us apart. Some might call that a bold statement, but we have the processes to prove it. That’s why we’ve created a fully transparent presentation that shows exactly how we do it.

In an effort to rewrite the rules of fashion, Foster added that the company welcomes questions and interactions from consumers and fellow brands. “Only by being completely open can we prove who we are, and what we’re striving to become,” she said.

E.L.V. Denim’s presentation was set against a backdrop of Samung’s Series 6 Washing Machines and Tumble Dryers. The range offers features that help reduce energy consumption by up to 70 percent and decrease the amount of harmful plastic microfibers clothes shed by up to 54 percent.

Dan Barfield, director of digital appliances, Samsung UK and Ireland, said the partnership with E.L.V. Denim is a powerful statement towards responsible consumption.

“While E.L.V. Denim transforms garments otherwise destined for landfill into high-end fashion, our laundry innovations help extend the life of clothing by delivering a deep clean using less water and energy. We’re committed to building products and providing consumers with options that put responsible practices at the forefront of fashion,” he said.