E.L.V. Denim launches conscious collection with Swarovski

Swarovski has collaborated with E.L.V. Denim on an exclusive capsule collection made from 100 percent upcycled denim and crystal, to further promote conscious design.


Using their signature zero-waste jeans and jackets E.L.V. Denim founder, Anna Foster, has incorporated Swarovski upcycled crystals into seven unique pieces, all individually made by hand with technical finishing to secure the processes of sewing and hot fixing.


Commenting on the collection, Foster said in a statement: “I truly admire Swarovski’s commitment to sustainable development. Rather than down cycling their crystal they have used it as a positive resource, allowing brands such as myself to use them creatively, producing limited-edition capsule collections. It has been such a pleasure to design with the crystals, crafting these unique pieces which are effortlessly E.L.V. Denim.”


The partnership is part of Swarovski’s Conscious Design programme, which encourages the design community to adopt principles of circularity and reconsider up cycled crystal as a resource.


The E.L.V. Denim x Swarovski collection is available from July 13 on E.L.V. Denim’s website, with prices ranging from 650 – 2,200 pounds.


E.L.V. is an acronym for East London Vintage; ‘East London’ stands for creativity, and ‘Vintage’ evokes sustainable responsibility.


E.L.V. DENIM takes discarded unwanted denim and reuses and reworks this functional fabric into modern and sophisticated styles. Operating from an ideal of zero waste, every piece of denim used in production has zero impact on the environment and gives a second life to a fabric which otherwise would be destined for landfill.

The entire collection is manufactured in East London, minimizing waste, water and carbon footprint. It only takes 7L of water to create a pair of E.L.V. DENIM jeans, compared to 7000L for your average new pair. E.L.V. DENIM believes that making conscious choices and being entirely transparent with parties in the supply chain is of the utmost importance to give the consumer a sustainable alternative with jeans that are fit and fair.


Sustainable fashion is getting higher traction and various apparel brands are opting sustainable as well as digital-driven fashion as a part of their offerings. One such trend is the trend of customization where customers are looking for customized designs and style on sustainable apparels. To cater modern business needs, iDesigniBuy in this segment offers apparel design software that helps apparel and fashion brands to offer custom apparels as per modern trends.

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