Elena reworks vintage Levi’s for friends at school. Word spreads floor by floor — she sells out every drop at $10 a pair.
OUR STORY
Denim rebuilt from the inside out.
Founded in a high school locker room. Worn by the world's most watched women.Made entirely in Los Angeles.
THE ORIGIN
"I was scattering shorts across the locker room floor for $10 a pair."
Elena Bonvicini started reconstructing vintage men's Levi's 501s into one-of-a-kind fits while still in high school — inspired by thrifting trips with her grandmother.
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2015The locker room begins
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2017Rome. Instagram. Remote.
Studying abroad her first college semester, Elena runs marketing and design from Italy while a teammate handles logistics back home. EB Denim ships globally before she’s back in the US.
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2018The sorority trunk show
At USC, she hosts a trunk show in her sorority living room. $12,000 sold in a few hours. She starts using her entrepreneurship classes to build pitch decks and financials for the real thing.
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2020The pandemic pivot
When COVID hit, Elena took a semester off to focus full-time on EB. The bet paid off — the brand hit its first million in sales that year.
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2024The world takes notice
Hailey Bieber, Kylie Jenner, Bella Hadid, Taylor Swift spotted in EB. Bergdorf Goodman, Revolve, and Selfridges come calling. Elena finishes her degree at night while running the business from a downtown LA office.
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2024Flagship opens on La Brea
The brand’s first permanent home — 217 S La Brea Ave, Los Angeles. A space built for design, denim, and community.
The Craft and Foundation
FABRIC
GOTS-Certified Cotton
Every piece cut, sewn, and finished within 15 minutes of our partners.
DYE
Reduced liquid indigo
A liquid versus powder process that cuts the amount of dye, chemicals, and water used while producing richer color.
WASH
Laser-etched. Waterless.
SFI's Clear Fade technology — no chemicals, no heat. The vintage look without the vintage damage.
Hardware
Eco-dipped. Reclaimed leather.
Buttons finished without electroplating. Patches sourced from reclaimed hides in Germany.
