Samsung hits London Fashion Week runway with E.L.V. DENIM to showcase sustainable fashion
Samsung is focusing on sustainability during London Fashion Week, having teamed up with E.L.V. DENMIM for a show at the annual event.
Samsung focused on sustainability during London Fashion Week.
The tech giant teamed up with luxury brand E.L.V. DENIM for a presentation at the biannual fashion event in the Englih capital titled 'The Journey, and it all took place in front of the company's energy-reducing washing machines and tumble dryers.
Dan Barfield, Director of Digital Appliances, Samsung UK and Ireland, comments: “We’re proud to be a part of E.L.V. DENIM’s London Fashion Week debut. The presentation showcases both brand’s dedication to innovation, making our products the perfect backdrop to the first fully upcycled show on schedule.
"This collaboration is a powerful statement towards responsible consumption. While E.L.V. DENIM transforms garments otherwise destined for landfill into high-end fashion, our laundry innovations help extend the life of clothing by delivering a deep clean using less water and energy. We’re committed to building products and providing consumers with options that put responsible practices at the forefront of fashion."
The show E.L.V.’s commitment to upcycling, local manufacturing, and true sustainability by exploring the six core elements of E.L.V. DENIM’s production: sourcing, washing, grading, pairing, cutting sewing.
Anna Foster, Founder and Designer, E.L.V. DENIM, said: “From the very beginning, we believed—and still believe—that we make the best jeans in the world. Our commitment to upcycling, local manufacturing, and true sustainability sets us apart. Some might call that a bold statement, but we have the processes to prove it. That’s why we’ve created a fully transparent presentation that shows exactly how we do it.
“We welcome questions and interaction—our team is here to share everything. Only by being completely open can we prove who we are, and what we’re striving to become. Today, E.L.V. DENIM is the only brand in the world producing high-end garments at scale entirely from 100% upcycled post-consumer waste. We are not just making jeans; we are rewriting the rules of fashion.”
