Kiss of life for old jeans
London-based denim brand ELV is sourcing 10,000 pairs of damaged, post-consumer, XL-sized jeans per year to create its collections, founder, Anna Foster, has told The Financial Times.
Ms Foster created her own method of cutting and sewing, which can involve turning damaged or stained pieces of fabric inside out. She works with Blackhorse Lane Ateliers in Walthamstow to use as much of the material as she can to make new jeans, jackets, dresses and accessories.
But her philosophy means using only garments that can no longer be worn. She told the FT that she refused to buy any pair of jeans that could be sold in a vintage shop.
The ELV founder said there are millions of pairs of jeans “out there” with the potential to become raw material for her products. She described these as jeans that have received the kiss of death, but said she is able to give them the kiss of life.
Credit: ELV
