Interview: E.L.V. Denim Founder Anna Foster On Her 9-to-5

In an intrinsically wasteful industry still searching for ways to meaningfully reduce its impact, E.L.V. Denim has taken a refreshingly direct approach. The London-based label founded in 2018 by renowned fashion stylist Anna Foster works exclusively with existing denim, transforming unwanted pre-loved jeans into new, carefully reconstructed pieces without the need for virgin fabrics. The result is a collection of one-of-a-kind jeans, dresses, tops, jackets and accessories that prove circular design can be both considered and genuinely covetable.

Since launching the brand at London Fashion Week—and simultaneously becoming the first label to present a collection made entirely from upcycled materials at scale—Foster has steadily grown E.L.V. Denim into one of the fashion industry’s most compelling sustainability stories. Here, she shares what life really looks like behind the scenes of her nine-to-five—from morning rituals and office essentials to the lessons she’s learned while building a business that does things differently.

I can’t start my day without… ‘The Pages’—I have started doing The Artist’s Way [a twelve-week programme designed to increase creativity], and the pages are the ritual that gives me a positive start to the day. And my morning Cacao; sadly, I can’t drink caffeine anymore, so I was encouraged to try this by reiki master Vickie Biggs, and it gives me energy for the day ahead.