The Beauty of Second Chances: E.L.V. DENIM’s Masterclass in Creative Reuse

At E.L.V. DENIM, nothing goes to waste and nothing is ordinary. Founded by longtime stylist and Fashion Director Anna Foster, the East London brand is redefining what denim—and now even discarded linens—can become. Built entirely on the principle of reuse, E.L.V. DENIM gives pre-loved jeans a second life through thoughtful design, local craftsmanship, and a commitment to zero waste. 

That same spirit of transformation came to life recently at 1 Hotel Mayfair, where Anna debuted an evening gown hand-crocheted from retired hotel bed linens during London Fashion Week—a striking piece that captured both the elegance of high fashion and the ingenuity of circular design.

Now, that story continues. In partnership with crochet artist Maritta, Anna returns to 1 Hotel Mayfair to host a hands-on masterclass, guiding guests through the process of turning old hotel sheets into yarn—and ultimately into something new. From denim to duvet covers, the process is the same: to see overlooked materials not for what they were, but for what they can become.

Ahead of the event, Anna shares her journey into circular fashion, her commitment to local production, and the powerful role of design in making fashion not only more conscious, but more meaningful.
 

Reimagining Jeans with E.L.V. DENIM Founder Anna Foster

Your pieces breathe new life into denim that might otherwise be discarded. How did your journey into circular fashion begin, and what inspired the founding of E.L.V. DENIM?

I’ve worked in fashion for over 20 years, mostly as a stylist and Fashion Director, and at a certain point I started to feel like we had lost the joy of clothing. Everything was moving so fast, and the industry was producing more than anyone needed. Quality was disappearing, and the amount of waste was just staggering.

I started E.L.V. DENIM with the idea that I would only use materials that already existed. There are more jeans in the world than there are people, and it takes the same amount of water to make one pair of jeans as a person drinks in 13 years! I felt a real responsibility to find a better way, one that added value back into something that might otherwise be thrown away.

Finding the perfect pair of jeans is something a lot of women struggle with, myself included. So I wanted to rethink denim construction entirely, something that worked for different body types, felt good to wear, and could last a lifetime. By deconstructing vintage pieces and putting them back together with care and purpose, we’re creating jeans that are built to be loved and kept.

Sustainability is woven into everything you do, from the materials you use to the way you produce. What does ‘designing with intention’ mean to you?

You can make the most sustainable piece of clothing in the world, but if it isn’t beautiful, you are just contributing to the problem.  We live in a very aesthetic world, so a successful brand is one that marries the two.  I have taken everything I learnt from my career and made sure that our collection is synonymous with style and design as well as sustainability.

Everything is produced in East London, within a 3-mile radius of our studio. We never use virgin fibres or raw material, there is zero impact from the material we use to make our collections.  Every piece is designed with performance and longevity in mind. Our unique tailoring means that each jean is designed to be adapted with the wearer throughout their life.  And as every jean is upcycled from vintage jeans, each one is unique as the person who wears it.

I believe you can create a brand with strong values and never compromise. I can’t count the times I was told that an upcycling brand can’t be a successful business model. I am very proud to say that I have proved them wrong, and we are the only brand in the world that 100% upcycles at scale and produces locally.

Your masterclass with 1 Hotel Mayfair is all about transformation, turning unwanted fabric into something beautiful and new. What inspired the workshop, and what can guests expect to walk away with?

I had this old duvet cover that I absolutely loved. I tried everything to repair it, but it was beyond saving. That got me thinking, if I’m having trouble figuring out what to do with one sheet, what happens to all the bedlinen in the hotel industry?

That’s where the idea for The White Collection started. We created an entire line using beautiful old bedlinen, and then pushed it even further by taking the smallest leftover pieces and using our denim crochet techniques on them. For our London Fashion Week show, we made a full evening dress by hand-crocheting bed linen from 1 Hotel Mayfair. We showed all our processes, but the crochet part really stood out and people were drawn to it.
The masterclass is a hands-on version of that. We’ll show guests how to take an old sheet, turn it into yarn, and then crochet that into something completely new. It’s about transformation, but also about giving people the tools to see potential in things they might otherwise toss aside.

You’re partnering with crochet artist Maritta, who brings a distinct perspective to this workshop. How do your two practices complement each other, and what can guests learn from seeing those methods come together?

At E.L.V. DENIM we’re always rethinking how traditional techniques can be used on unexpected materials. Maritta has this incredible ability to design with crochet, not just follow a pattern, but truly create with it. That level of skill and imagination makes her the perfect partner for what we’re doing. 
We both believe in exploring the full potential of a material and seeing beyond what it was originally meant to be. Our approaches might be different, but they share the same goal to push boundaries and make something beautiful out of the overlooked. I hope guests come away inspired not just by what they create, but by the idea that everyday materials have so much more to offer.

For those who want to make more conscious choices in their everyday lives, whether it’s fashion, craft, or consumption, what’s one small but powerful step they can take today? 

Avoid buying stretch denim. Elastane is plastic so it doesn’t decompose, and it’s designed to lose shape over time so you’re forced to replace it. Instead, choose rigid denim. It lasts longer, is far more flattering, and doesn’t come with the environmental cost of synthetics. A small shift like this can make a big impact.