Our Story
Founder's Story
Anna Foster, Founder and Creative Director of E.L.V. DENIM, launched her pioneering sustainable denim brand after a 20-year career as a fashion editor and director at publications like Exit, i-D Magazine, and RUSSH. Inspired by her admiration for denim as a functional, long-lasting fabric, she questioned the industry's practice of producing billions of jeans annually from virgin fibers. Anna began reworking existing jeans into modern, sophisticated styles tailored to fit every body, merging her styling experience with a commitment to sustainability.