Our Founder


Anna is Founder and Creative Director of pioneering sustainable denim brand E.L.V. DENIM. Prior to founding the brand Anna had been a fashion editor for twenty years at publications such as Exit, and i-D Magazine. She then went on to be Fashion Director at Lula, and Fashion Director-at-Large at Australian style title fashion RUSSH before deciding to focus solely on the brand in 2022. Taking everything she had learnt across her styling career, plus the common sense of everyday sustainability, Anna began developing E.L.V. DENIM.

Admiring denim as a functional and long-lasting fabric, Anna didn’t understand why the denim industry was producing 4bn pairs of jeans a year from virgin fibres. She decided to rework existing jeans into new modern, sophisticated styles that can be tailored to fit every ‘body’