RESPONSIBILITY IS A WORD WE RETURN TO OFTEN AT WILDSMITH, THOUGH IT CAN MEAN MANY THINGS IN PRACTICE. WHAT DOES RESPONSIBILITY LOOK LIKE IN YOUR DAY-TO-DAY DECISION-MAKING AT E.L.V. DENIM?
Responsibility at E.L.V. DENIM begins with the material. Every decision starts with what already exists rather than what could be newly produced. We only work with pre-loved denim, and existing materials so the design process is shaped by the garments we source rather than the other way around.
It also influences the way we manufacture. We build couture-level seam allowances into every pair of jeans so they can be altered and repaired over time. That small technical choice reflects a broader mindset: designing for longevity rather than turnover.
Responsibility isn’t a separate layer added onto the business. It informs sourcing, design, production quantities and partnerships. The question we return to constantly is: does this extend the life of something that already exists, or does it create unnecessary newness?
WILDSMITH APPROACHES RESPONSIBILITY THROUGH LONGEVITY, PROVENANCE, AND DOING FEWER THINGS WELL; E.L.V. DENIM THROUGH MATERIAL REUSE AND CONSIDERED PRODUCTION. WHERE DO YOU FEEL THESE PHILOSOPHIES MOST NATURALLY INTERSECT?
Both approaches resist the idea that growth must come from constant expansion or excess without being really intentional about what is made.
At E.L.V. DENIM, working with upcycled materials naturally means we’re creating a really purposeful product, everything is so laborious it wouldn’t make sense for it not to be a well designed item.
Wildsmith’s focus on longevity and provenance speaks to the same values: understanding where something comes from, respecting its origins, and ensuring it lasts. In both cases, quality and care become the defining markers of value.
YOUR WORK CHALLENGES THE ASSUMPTION THAT PROGRESS MUST ALWAYS MEAN ‘NEW’. HOW DO YOU ENCOURAGE A MORE THOUGHTFUL RELATIONSHIP WITH CLOTHING WHILE STILL BUILDING A MODERN, RELEVANT BRAND?
For me, the key is reframing what innovation means. Innovation doesn’t have to rely on new materials. It can also come from rethinking the value of what already exists.
With E.L.V. DENIM, we show that discarded material can be transformed into pieces that feel contemporary, refined and desirable. The goal is to create something that feels timeless and beautifully made.
When people understand that a pair of jeans has already lived a previous life and can continue to evolve with them through alterations or repairs, it often changes the way they relate to it. The garment becomes something to keep and adapt rather than replace season after season.
IN 2026, BOTH E.L.V. DENIM AND WILDSMITH WERE RECOGNISED AS COUNTRY & TOWNHOUSE FUTURE ICONS. WHAT DOES THAT RECOGNITION SUGGEST TO YOU ABOUT HOW IDEAS OF LUXURY, VALUE, AND LEADERSHIP ARE QUIETLY SHIFTING?
I think it reflects a growing awareness that luxury can no longer be defined purely by price. Increasingly, it’s about integrity - how something is made, where it comes from, and the care embedded in the process.
Recognition like that suggests that there’s a wider shift taking place in how people define value. Leadership today is more about demonstrating that different systems are possible.
For brands like ours, it’s encouraging because it shows that thoughtful approaches to materials, production and longevity are starting to be recognised as part of the future of luxury rather than a niche within it.
CARE IS CENTRAL TO BOTH CRAFT AND RESPONSIBILITY. WAS THERE A MOMENT IN BUILDING E.L.V. DENIM WHERE CHOOSING CARE—OVER SPEED OR SCALE—FELT PARTICULARLY SIGNIFICANT?
One of the earliest decisions was to refuse the option of supplementing our production with newly milled denim. From a business perspective it would have been far easier, especially as demand grew.
We also only produce in East London. This was a practical reason because we source in the UK and this is where I live and where our studio is. But also it didn’t make any sense to me not to support the amazing local manufacturing we have here, right at our doorstep.
In many ways, that decision defined the brand. It ensured that the commitment to upcycling and local production wasn’t a story layered onto the product, but the foundation of how the company operates.
LOOKING FORWARD, IF RESPONSIBILITY WERE FULLY EMBEDDED IN FASHION RATHER THAN POSITIONED AS AN ALTERNATIVE, HOW MIGHT THE INDUSTRY — AND THE WAY PEOPLE DRESS — BEGIN TO FEEL DIFFERENT?
I think we would see a shift away from the constant churn of novelty. Collections might become smaller, more considered, and designed to last longer both physically and stylistically.
Consumers might also feel more connected to their clothes - understanding where materials come from, who made them, and how they can be repaired or adapted over time. That relationship tends to create attachment rather than disposability.
Ultimately, fashion could become less about volume and more about meaning. Fewer pieces, made with greater care, that people live with for years rather than seasons.
We have collaborated with E.L.V. DENIM to offer one reader the chance to win a unique pair of their jeans (worth £380) alongside a Wildsmith skincare bundle worth £400.
Enter your email below to subscribe to both newsletters and take part.
Last entry 15 March, 11:59 GMT. Winner will be contacted 16 March.
Learn more and shop E.L.V. Denim HERE
