THE OUTNET AND E.L.V. DENIM LAUNCH EXCLUSIVE UPCYCLED CAPSULE
London, January 2024 – Luxury past season online retailer THE OUTNET is pleased to announce a limited edition, upcycled capsule designed by E.L.V. DENIM. This exclusive and unique 50-piece collection is the first of its kind for THE OUTNET, with all items transformed from past season, leftover deadstock, and is produced by E.L.V. DENIM in London.
Founded by stylist, creative director and sustainability entrepreneur Anna Foster, E.L.V. DENIM stands for East London Vintage Denim, as all clothing and accessories are designed from post-consumer waste and produced locally in East London. Priding themselves on using three guiding principles: Handcrafted, Upcycling and Luxury, E.L.V. DENIM challenges convention and their fabric-first curated sourcing of pre-loved garments and innovative design ensures every piece is unique, creating pieces to last a lifetime.
The capsule stays true to E.L.V. DENIM’s signature aesthetic and features the brand’s much-loved contrast denim styles, alongside new categories including tailoring, knitwear and leather items. Renowned for its attention to detail, E.L.V. DENIM has carefully curated every item, with each style crafted and hand cut by a local community of tailors, machinists, and artisans.
All items from the capsule have a Digital ID, in partnership with EON, and feature scannable QR codes that give customers greater post-purchase information about their item’s fabrication, styling advice, and care guidance.
“There is a natural alignment between E.L.V. DENIM and THE OUTNET; we have the same beliefs that just because a garment isn’t loved the first time it doesn’t mean it can’t be loved a second time. E.L.V. DENIM gives new opportunities to garments that have been overlooked, innovating beyond denim, and creating forever pieces with a story. There is a uniqueness in our design process, driven by the material at hand and the foresight to see its potential. Through this collaboration with THE OUTNET, we are proving that, ultimately, upcycling on a larger scale for ready-to-wear collections can be a beautiful success.” – Anna Foster, Founder of E.L.V. DENIM.
“At THE OUTNET, we provide a second opportunity for fashion to last beyond the season and we see great synergy with E.L.V. DENIM, a pioneer with their ethos of extending the life of pre-loved garments and upcycling. Having the opportunity to work together and breathe new life into our archive stock is an extremely exciting prospect, knowing that our customer wants to take a more conscious approach when shopping. This capsule embodies E.L.V. DENIM’s unique and innovative take on circularity, creating garments for our customers exclusively for THE OUTNET to cherish and love forever.” – Georgina Coulter, Head of Buying at THE OUTNET
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