EB Denim

SUMMARY

High school student Elena Bonvicini never intended to build a direct-to-consumer business fueled by social media and worn by celebrities like Taylor Swift, Gigi Hadid, and Kendall Jenner—she simply loved thrift shopping and transformed her passion into entrepreneurship when her designs started getting attention from her peers. Today, EB Denim is a globally recognised name in luxury denim, combining high-fashion aesthetics with sustainability. The brand is celebrated for its unique silhouettes, high-quality materials, and commitment to ethical production.

HISTORY

Every summer, Southern California-based high school student Elena Bonvicini visited her grandparents in Wisconsin, where she scoured local thrift stores for vintage Levi’s to transform into cutoff shorts. What started as a passion and a side hustle quickly gained attention when a younger student stopped her in the hall, asking where she got her shorts. When Bonvicini revealed she had made them, the girl immediately asked if she could buy a pair. That moment marked the beginning of her unexpected journey into fashion entrepreneurship.

At first, Bonvicini relied on her instincts to price her creations, selling her first pair for $30. As demand surged, and she found herself selling hundreds of reworked vintage jeans to classmates and students from neighbouring schools. Every Friday, she set up shop in the gym locker room, where girls gathered for try-on sessions. When shorts were out of season, she asked her mother for a sewing machine to experiment with reconstructing vintage boys’ jeans into stylish, feminine pieces. Her mother agreed and by the time Bonvicini was nearing high school graduation, she was determined to take EB Denim to the next level. On her 18th birthday, she launched an Etsy store and began leveraging social media to transform her upcycling hobby into a full-fledged fashion brand.

While in college, Elena Bonvicini worked tirelessly to expand EB Denim, hiring an assistant to manage shipments from her website and spending weekends sourcing hundreds of pairs of jeans at the Melrose Trading Post and Rose Bowl Flea Market. She built relationships with suppliers, introduced new designs reimagining Levi’s, and increased her inventory. Gifting jeans to celebrities and influencers remained a key strategy, as did selling to sorority sisters at USC. No longer priced at $10, her denim pieces now sold for $220. To boost sales, she hosted trunk shows at her sorority house, offering a 10 percent discount to those who posted about EB Denim on Instagram. As demand grew, she hired seamstresses to tailor the jeans to her specifications, and on her best day, she generated over $10,000 in just a few hours.

One of the pivotal moments in EB Denim’s history was its collaboration with high-profile fashion retailers like Selfridges and Bergdof Goodman. The brand released limited-edition collections that featured experimental designs, further enhancing its reputation for innovation. Shortly, EB Denim debuted at major fashion weeks, gaining widespread acclaim for its bold reinterpretations of classic denim. The brand’s runway shows often showcased avant-garde styling, reinforcing its identity as a pioneer in denim fashion. Influencers and celebrities, including Gigi Hadid and Kendall Jenner, have been spotted wearing EB Denim.

In addition to its unique designs, EB Denim has remained committed to ethical production. The brand is rooted in the reconstruction of vintage, made in America Levi 501s. the team prides themselves on their sustainable and ethical practices. Each pair of jeans is hand picked one by one and reconstructed in Los Angeles, California. and then they recycle all excess materials for other designs with not one piece going to waste. Denim is one of the few pieces in our closet that will only look better with time, and they guarantee with their unique reconstruction and flattering fit, they will never go out of style.

The company sources its fabrics from its LA manufacturer’s parent company, Artistic Milliners, a globally recognised leader in quality and sustainable textiles. By using GOTS-certified organic cotton, recycled cotton, and BCI cotton, the brand prioritises sustainable growing practices while supporting farmers with the education needed to manage their farms responsibly. Its commitment extends beyond material sourcing, aiming to increase biodiversity, eliminate toxic chemicals, provide farmers with a sustainable income, and ensure their health and safety.

Sustainability is also central to the brand’s dyeing process. By using reduced indigo in liquid form rather than powder, it minimises the use of dye, chemicals, and water. Its mill partner, Artistic Milliners, treats 800,000 gallons of water per day, recycling 85% of the water used in the AM 5 mill, with a target of reaching 92 percent recycling efficiency by 2025.

The company strives to replicate the perfect vintage washes by utilising the latest technology to achieve authentic vintage fades without relying on chemicals, excess water, or energy. To create precise vintage replicas, it employs laser technology to etch wear patterns into each pair of jeans. This process is combined with Star Fades International’s proprietary waterless technology, Clear Fade and Clear Vintage. The technology uses a ZDHC Level-1 certified powder, eliminating the need for potassium permanganate and chlorine. Additionally, it requires no water or heat during the application process, significantly reducing greenhouse gas emissions.

Although the core of the brand is upcycling, EB Denim has evolved its offering into a full range of high-end contemporary denim intricately designed and exclusively Made in LA. EB Denim meticulously selects the highest quality natural fibers, innovative dyeing solutions, eco-finished buttons, and reclaimed leather patches setting the standard for contemporary denim.

In recent years, EB Denim has expanded its portfolio to include a wider portfolio of denim and other apparel. While jeans remain the core of its collections, the brand now produces denim jackets, skirts, and tailored suits, all featuring its signature aesthetic. With strategic acquisitions and investments, EB Denim has continued to grow in influence. The brand has expanded into international markets, launching flagship stores in major fashion capitals. Its presence in luxury e-commerce platforms has further cemented its position as a leading force in contemporary denim fashion.

The brand experienced a major breakthrough following the 2023 Video Music Awards. Bonvicini’s team had been informed that Taylor Swift’s stylist had selected an EB Denim piece for the pop star. While attending a Fashion Week party, Bonvicini received a photograph of Swift leaving a VMA after-party wearing one of her dresses. The excitement quickly turned into a business milestone the next morning when she woke up to an overwhelming number of Shopify notifications. The dress, priced at $500, was selling rapidly. Per Forbes: “The brand earned $2 million in 2023 and is set to hit $3 million in sales in 2024.”

VISION

Elena Bonvicini envisions EB Denim as more than just a fashion brand—it is a movement that redefines the way people perceive and wear denim. She aims to elevate denim beyond its traditional casual wear status, transforming it into a statement piece that combines luxury fashion with sustainability. Her designs embrace bold silhouettes, expert tailoring, and innovative techniques, ensuring that each piece feels both timeless and modern. Sustainability remains at the core of her vision, as she continues to prioritise ethical production, responsible sourcing, and reducing fashion’s environmental impact.

Beyond craftsmanship and sustainability, Bonvicini sees EB Denim as a platform for self-expression. She believes fashion should empower individuals to showcase their uniqueness, breaking away from conventional styles to embrace creativity and individuality. By continuously experimenting with new textures, washes, and cuts, she pushes the boundaries of what denim can be. Through her vision, EB Denim is not just about selling clothes—it is about creating a lasting impact on the fashion industry and inspiring a new wave of conscious, stylish consumers.

MISSION STATEMENT

EB Denim is dedicated to revolutionising the denim industry by combining high-fashion craftsmanship with ethical production practices. The brand aims to create pieces that are not only stylish and luxurious but also sustainable. By prioritising quality and responsible sourcing, the brand’s mission extends beyond design—it is about fostering a community of like-minded individuals who appreciate fashion that tells a story. At its core, EB Denim strives to be more than just a fashion label. It is a movement towards mindful consumption, encouraging consumers to invest in timeless pieces rather than fast fashion.

EXECUTIVE BOARD

• Elena Bonvicini – Founder and Creative Director

PRODUCTS AND SERVICES

EB Denim is best known for its high-quality denim pieces, including jeans, jackets, and skirts that feature bold, unconventional designs. The brand’s signature styles include asymmetrical hems, oversized silhouettes, and structured tailoring, setting it apart from mainstream denim brands. Among its most celebrated collections are the Reworked Vintage Series, which pays homage to its upcycling origins, and the Luxury Denim Line, which integrates high-fashion elements into traditional denim wear. Each collection embodies a mix of timeless appeal and contemporary edge, making EB Denim a favourite among fashion-forward consumers. Beyond denim, EB Denim has expanded into apparel that complements its core products. Tailored blazers, bodysuits, and outerwear have been introduced to complete the brand’s aesthetic, ensuring that customers can build entire outfits around its statement denim pieces.

AWARDS AND RECOGNITION

EB Denim has been recognised by top fashion authorities for its contributions to modern denim design. It has been featured in leading fashion publications such as Vogue, Harper’s Bazaar, and Elle, where its innovative approach to denim has been praised. The brand’s ability to merge sustainability with luxury has earned it accolades within the industry. In 2022, EB Denim received the Sustainable Fashion Innovation Award, highlighting its commitment to ethical production and responsible sourcing. This award cemented its reputation as a leader in the movement towards eco-friendly fashion without compromising style. Additionally, the brand has been nominated for and won several Emerging Designer Awards at major fashion weeks. Its impact on high-fashion denim continues to grow, making it a sought-after label for those who appreciate unique, high-quality pieces with a sustainable edge.

REFERENCES

• 25-year-old spent $300 on a sewing machine in high school—now her seven-figure denim brand is worn by Taylor Swift CNBC
• The side hustle Entrepreneur
• EB Denim Forbes
• Emily Bonvicini Business Insider
• These Cool Girl Denim Brands Are Gaining Traction TZR
• Loose Threads Rivet
• Taylor Swift Wore the Coolest Jeans in Her Latest TikTok Cosmopolitan