Q&A with Elena Bonvicini, The Founder of EB Denim

Ava: In those early days when you were sorting through massive piles of vintage denim, how did you identify the right pairs? What made you look at a specific set of jeans and know it was the one?

Elena: I focused on a few core elements, starting with the size. At the time, I preferred a very rigid, 100% cotton denim with a great wash. I didn't know much about technical blends or hand-feel yet, but I always resonated with the classic Levi's 501. In the beginning, I'd grab anything I could cut into shorts. I ended up with a few pairs that weren't very flattering—usually the ones that had elastic blended into them. Eventually, I geared strictly toward USA-made Levi's 501s because the production quality and the hand of the fabric were vastly superior.

Ava: EB Denim has grown tremendously, and we see it everywhere now, from street style to major influencers like Kylie Jenner. Has there been a specific moment where you sat back and realized the brand had truly made it?

Elena: For me, the ultimate milestone is always the organic customer—people who actively choose to spend their hard-earned money on my brand. A big moment for me was realizing Kylie Jenner was buying from us directly. She is actually one of our top twenty customers.

Seeing her name pop up organically on Shopify, along with a few other high-profile figures, is an entirely different feeling than doing forced influencer gifting. They took the time out of their day to browse the website, select what they liked, and pay full price. While we still do a mix of gifting, we’ve pulled back on it recently to focus on organic brand growth. That, alongside walking through SoHo and seeing everyday girls wearing the brand on the street, always makes me incredibly emotional.

Ava: For readers looking to bring the signature EB Denim identity into their own wardrobes, what are the non-negotiable, core pieces everyone should start with?

Elena: Every closet needs one or both of our core denim fits. First is our low-rise baggy jean, which we offer in about ten different washes, including a comfort stretch version. It features a button fly and delivers the perfect low, baggy, stacked silhouette. The second is our Maria jean. It’s a low-rise bootcut, but it's not too low, making it incredibly wearable. It has a comfort stretch fit that really snatches the thighs, making it the perfect transitional piece to take you from day to night.

In terms of tops, our long, loose racerback tank top is doing incredibly well right now. Especially in the peak of the New York summer heat, it’s a staple piece for the city.

Ava: What are your favorite accessories or footwear choices to pair with denim?

Elena: A classic ballet flat, every single day. Or a subtle kitten heel. Denim can sometimes be difficult to elevate for dressier occasions, but pairing our specific cuts with a delicate heel instantly makes the look incredibly chic.

Ava: To wrap things up with a few rapid-fire questions: Low-rise or high-rise?

Elena: Low-rise, completely.

Ava: Dark wash or light wash?

Elena: Personally, I prefer a dark wash. But contextually: light wash for the daytime, dark wash for the night.

Ava: What music is currently on repeat in your office?

Elena: Right now, a lot of Drake. For our baseline playlist, we actually listened to a sickening amount of Tame Impala recently to the point where we had to turn it off. We also love Amy Winehouse, and honestly, Justin Bieber always puts the team in a great mood.

Ava: Who is your ultimate style inspiration?

Elena: For my personal style, I like to mix classic with eclectic pieces. Not necessarily in a fashion sense, but more in a world-building sense, like Kelly Wearstler. I like how she'll take something vintage and something modern and combine them in a completely new way. That's kind of how my brain works. I love something that feels a little bit more sentimental, like pairing a vintage necklace your grandmother gave you with a very modern, bright red top. Something like that. I don't wear a ton of jewelry, but if I do, it's sentimental.

Ava: Other than a great pair of jeans, what is the one staple piece everyone should invest in?

Elena: Everyone needs a flawless summer pant—something breathable in a cotton or linen blend. I highly recommend our Isla pant, paired simply with a classic white tee.

Ava: What are your upcoming plans for the brand?

Elena: We have two massive milestones ahead. First, we are officially launching in Nordstrom this August, which is a massive level-up that gives us broader access to a brand new consumer base. My ultimate vision is to create products I love while seeing as many people as possible enjoying them on the street, so this is a huge step in that direction. Second, we are officially opening our own brick-and-mortar storefront right here in SoHo. I am actually in New York right now to scout out different storefronts in SoHo and my dream is to align the opening with New York Fashion Week in September, but we will see what happens… 

From sorting through fifty-cent bins in rural Wisconsin to opening her own storefront in LA, Elena’s journey with EB Denim is proof of what happens when clear vision meets relentless hustle. Prepare to spend next fall shopping the collection in person when the SoHo storefront doors officially open. Until then, you can browse the current collection online, and maybe, if you're lucky, find your own perfect pair of 501s on your next thrift run.