E.L.V. Denim Pop-Up

We really enjoyed attending the E.L.V. Denim pop-up launch last week. In collaboration with  the Artist Joanna Layla and Edward Bulmer's natural paint.

Acronym for 'East London Vintage' - E.L.V. has sustainability at the heart of its concept, taking jeans destined for landfill and transforming them into desirable, modern clothing - jeans, jackets and shirts for both men and women. 

Working with local businesses at every step of the process, from vintage warehouses to launderettes to East London ateliers, the brand really puts its money where its mouth is. Did you know, for example, that to clean the denim - 7 litres of water is used, whereas creating a brand new pair of jeans would use 7000 litres – which is what one person would drink over 13 years! 

Tracey wears Mule Washed Neon Orange, Juliette wears Manuela Wood Smoke  

All the E.L.V. denim products are constructed by hand at the Blackhorse Lane Ateliers, a socially inspired business where the employees are invited to become shareholders in the company, and are paid a fair, living wage. 

Uniquely, any scraps left over from the process are donated to artist Ian Berry, who makes sculpture and collaged 'paintings' with them. His method started when he noticed, and became seduced by the many contrasting shades of blue in a pair of old denim jeans, and now he is known worldwide for his denim creations. So as you can see - this is re-cycling at its most impressive. 

The E.L.V. Denim Pop up store is open now until July 17th. 

194 Ebury street, SW1W8UP.