East London Meets Hong Kong: E.L.V. DENIM Brings Zero-Waste Luxury to HULA

Something exciting is happening at HULA's HUB space this March, and it's the kind of fashion moment that proves style and sustainability aren't just compatible—they're inseparable.

We're thrilled to welcome E.L.V. DENIM (East London Vintage) as our latest Designer in Residence from March 16–19. If you haven't heard of this award-winning British brand yet, you're about to fall in love.

The Story Behind the Seams

E.L.V. DENIM was born in 2018 when Anna Foster, a fashion editor and stylist with over 20 years of experience at publications like i-D, Lula, and Russh, decided to challenge everything she knew about the industry. Her mission? Transform discarded denim into high-end, one-of-a-kind pieces using a near-zero-waste, low-water production process—all from her East London studio.

The result is stunning. Reconstructed jeans, statement jackets, and pieces that feel unmistakably luxurious while carrying a story of reinvention. Each garment is proof that circular fashion can be covetable fashion.

"Hong Kong's energy mirrors East London's creative pulse," Anna shares. "I'm thrilled to share our story and demonstrate how transformation of garments using handcrafted techniques can create luxury timeless design."

For us at HULA, this partnership feels like a natural fit. As our founder Sarah Fung puts it, "Partnering with E.L.V. DENIM aligns perfectly with HULA's mission to redefine luxury through sustainability. Anna's visionary approach proves ethics and aesthetics are inseparable."

What's Happening

This isn't just a pop-up—it's a full immersion into the future of conscious fashion. 

Come meet Anna on Thursday, March 19 from 2–7 PM at HUB so she can help you find your perfect pair of denims and chat about her inspiration and process!

The Experience

Beyond the events, you'll have the chance to get up close with E.L.V. DENIM's world. Access to limited-edition upcycled collections, interactive mood boards and films showing exactly how the zero-waste magic happens. 

The pop-up continues through the end of March, so there's plenty of time to explore!