EP12: Anna Foster, Creative Director & Founder of E.L.V. Denim, a global leader in sustainable fashion

In this episode Jo interviews Anna Foster, the founder and creative director of E.L.V. Denim, an innovative up-cycling fashion brand. Anna shares her journey from a 20-year career as a fashion editor to creating a brand that challenges the norms of overconsumption in fashion. She discusses the pivotal moments that led her to question the industry and her role in it, the challenges and breakthroughs in up-cycling denim, and the emotional connections to her work. 

Anna also touches on the importance of her team, maintaining sustainability, and her determination to push through obstacles. This episode is a rich exploration of resilience, creativity, and the passion that drives sustainable business.

00:00 Introduction to the Midlife Entrepreneur Podcast

00:16 Meet Anna Foster: From Fashion Editor to Upcycling Pioneer

01:42 Anna's Journey: Questioning the Fashion Industry

03:51 The Turning Point: From Stylist to Sustainable Fashion

05:35 Challenges and Realizations in Upcycling

07:08 Building E.L.V. Denim: The Early Days

08:31 The Denim Industry's Waste Problem

10:20 Creating Unique, Sustainable Fashion

18:08 The Emotional Connection to Upcycling

25:50 Scaling Up: The Future of E.L.V. Denim

29:20 The Power of Intuition and Mentorship

29:45 British Fashion Council's Low Carbon Transition

30:03 Lessons from the Past: Railways and Resistance

31:30 Innovative Approaches in Fashion

32:36 The Importance of Diversifying Partnerships

33:39 Overcoming Challenges and Finding Solutions

35:03 Sustainable Fashion: The Stretch Denim Dilemma

36:37 Building Resilience and Problem-Solving Skills

37:06 Balancing Personal and Professional Life

39:35 Daily Routines for Energy and Productivity

42:54 Evening Routines and Relaxation

46:19 Three, Two, One: Key Takeaways and Gratitude

Anna's 3,2,1s:

3 things you've invested in that have been worth every penny

1. My 20 morning routine, walking the dog and getting fresh air, high five the mirror

2. I bought myself a necklace a few years ago and it reminds me of what I've built. 

3. My team

2 things you wish you had done differently:

1. Trusted my instincts more

2. Put less trust in consultants and invested in a really good MD instead

1 person you'd like to thank: 

Mimma Viglezio  - communications expert, been on many boards and fashion industry icon and mentor

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Edited and produced by Jo Glynn-Smith 2025.
Recorded at Eight Works Podcast Studios, 1 Dysart Street, London, EC2A 2BX
For bookings: [email protected]

Jo Glynn-Smith is an entrepreneur, professional coach, writer, and speaker from London, she is an expert in career transformation and change.

Instagram @jojoglynnsmith
Contact: [email protected]
www.joglynnsmith.com

MUSIC CREDIT Easy Money by REX BANNER licensed by Artlist.io
PHOTOGRAPHY by JONATHAN GLYNN-SMITH www.jonathanglynnsmith.com