About this episode
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 Podcast00:16 Meet Anna Foster: From Fashion Editor to Upcycling Pioneer01:42 Anna's Journey: Questioning the Fashion Industry03:51 The Turning Point: From Stylist to Sustainable Fashion05:35 Challenges and Realizations in Upcycling07:08 Building E.L.V. Denim: The Early Days08:31 The Denim Industry's Waste Problem10:20 Creating Unique, Sustainable Fashion18:08 The Emotional Connection to Upcycling25:50 Scaling Up: The Future of E.L.V. Denim29:20 The Power of Intuition and Mentorship29:45 British Fashion Council's Low Carbon Transition30:03 Lessons from the Past: Railways and Resistance31:30 Innovative Approaches in Fashion32:36 The Importance of Diversifying Partnerships33:39 Overcoming Challenges and Finding Solutions35:03 Sustainable Fashion: The Stretch Denim Dilemma36:37 Building Resilience and Problem-Solving Skills37:06 Balancing Personal and Professional Life39:35 Daily Routines for Energy and Productivity42:54 Evening Routines and Relaxation46:19 Three, Two, One: Key Takeaways and GratitudeAnna's 3,2,1s:3 things you've invested in that have been worth every penny1. My 20 morning routine, walking the dog and getting fresh air, high five the mirror2. I bought myself a necklace a few years ago and it reminds me of what I've built. 3. My team2 things you wish you had done differently:1. Trusted my instincts more2. Put less trust in consultants and invested in a really good MD instead1 person you'd like to thank: Mimma Viglezio - communications expert, been on many boards and fashion industry icon and mentorSupport the showEdited and produced by Jo Glynn-Smith 2025. Recorded at Eight Works Podcast Studios, 1 Dysart Street, London, EC2A 2BXFor bookings: eightworks@eightclub.co.uk Jo Glynn-Smith is an entrepreneur, professional coach, writer, and speaker from London, she is an expert in career transformation and change.
