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“It’s surely our responsibility to do everything within our power to create a planet that provides a home not just for us, but for all life on Earth”.

Sir David Attenborough


In the wake of Climate Change it is everyone’s responsibility to help maintain this incredible planet we have the privilege to call home. Thankfully there are numerous brands that are mindful of the impact they have on the environment and are working hard to implement measures that will make a difference. 


There are also a number of emerging brands that from inception are doing everything in their power to help. One such brand is E.L.V. DENIM, the original #zerowaste denim brand. Their ethos is all about reusing and re-inventing old denim, into new high-end products with zero environmental impact. E.L.V. DENIM jeans are made with old discarded denim transformed into modern, sophisticated and even ‘made to measure’ new pairs, thus offering a Zero Waste brand, where the material has ZERO impact on the environment.  


Their respect for sustainability runs through the entire design and production process right down to the buttons they use. As such they were invited to be a part of Selfidges ‘Bright New Things’ initiative. An initiative, which is driven by sustainability and inspiring, change. E.L.V. DENIM took a space in the iconic Selfridges store to promote the range. fuel4 were privileged to be part of this leading the design, build and install of the stand, with sustainability always at the core. A truly inspirational ethos coupled with beautiful couture, made it easy to deliver a stunningly eye catching stand.  


Important fun fact, E.L.V. Denim uses just eight litres of water, compared to a whopping 7,000 litres. 


Such brands give us all hope that the wise words of Sir David Attenborough do resonate. So let’s give a big shout out to those pioneering such change. 


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