LONDON, UK – Samsung Electronics Co., Ltd is making its London Fashion Week debut as part of E.L.V. DENIM’s first ever presentation titled ‘The Journey’.

The British luxury brand, dedicated to crafting timeless fashion pieces from 100% upcycled materials, created ‘The Journey’ to trace its evolution from the first pair of jeans in 2018 to a full ready-to-wear collection, including shirting, tailoring, leather, and evening wear.

Set to a backdrop of Samsung’s Series 6 Washing Machines and Tumble Dryers – which offer a range of features that help reduce energy consumption^[1] as well as decreasing the amount of harmful plastic microfibers clothes shed^[2] – the show portrays E.L.V.’s commitment to upcycling, local manufacturing, and true sustainability by exploring the six core elements of E.L.V. DENIM’s production: sourcing, washing, grading, pairing, cutting & sewing.

Dan Barfield, Director of Digital Appliances, Samsung UK & Ireland, comments: “We’re proud to be a part of E.L.V. DENIM’s London Fashion Week debut. The presentation showcases both brand’s dedication to innovation, making our products the perfect backdrop to the first fully upcycled show on-schedule.

“This collaboration is a powerful statement towards responsible consumption. While E.L.V. DENIM transforms garments otherwise destined for landfill into high-end fashion, our laundry innovations help extend the life of clothing by delivering a deep clean using less water and energy. We’re committed to building products and providing consumers with options that put responsible practices at the forefront of fashion.”

Anna Foster, Founder & Designer, E.L.V. DENIM, comments “From the very beginning, we believed—and still believe—that we make the best jeans in the world. Our commitment to upcycling, local manufacturing, and true sustainability sets us apart. Some might call that a bold statement, but we have the processes to prove it. That’s why we’ve created a fully transparent presentation that shows exactly how we do it.

“We welcome questions and interaction—our team is here to share everything. Only by being completely open can we prove who we are, and what we’re striving to become. Today, E.L.V. DENIM is the only brand in the world producing high-end garments at scale entirely from 100% upcycled post-consumer waste. We are not just making jeans; we are rewriting the rules of fashion.”

Samsung offers innovative solutions to help consumers reduce water and energy usage. Various Samsung washing machines have AI energy mode^[3] that can reduce your energy consumption by up to 70%^[4], whilst ecobubble technology can wash effectively at cooler temperatures.

Samsung also offers the Less Microfiber cycle that works to make clothes shed less microplastics, which are discharged into the drain water. By adjusting the motor’s revolution speed and washing intensiveness, the Less Microfiber cycle reduces the amount of microfiber released into the drain by up to 54%^[[5]].

Top Tips: How to Make Your Laundry More Eco-Friendly

Embrace energy-saving tech to cut down on water and energy use

While it is a staple to our daily lives, electricity production generates the second largest share of greenhouse gas emissions, making it vital we explore how to cut our energy consumption. Our washing machines with AI energy mode can reduce your energy consumption by using sensors to detect the weight of your laundry before calculating and dispensing the optimal amount of water needed for the load. ^[3+4]

Less is more when it comes to detergent

Many laundry detergents contain microplastics—harmful plastic microfibres that make it into the ocean^[6]. That’s why Samsung developed the new Less Microfiber Filter, an external washing machine filter designed to significantly reduce plastic microfiber emissions during laundry cycles.

Designed with inspiration from apparel maker Patagonia and expertise from the global ocean conservation organisation Ocean Wise, the filter captures 98%^[[7]] of microplastics released during laundry from escaping into the ocean, equivalent to eight 500ml plastic bottles per year when used four times a week^[8].

To manage the amount of detergent we use to avoid damaging the planet, our clothes and the machine itself over time, Samsung’s Auto Dispense feature automatically adds the right amount of detergent and softener into the washer, taking the guesswork out of every wash.

Don’t be afraid of the cold (wash)

Using hot water during a laundry cycle uses a substantial amount of energy—in fact, 75% of the energy required during a hot wash cycle is used just to heat up the water^[9]. With Samsung’s EcoBubble technology, you need not worry that a colder wash will result in a less effective clean.

Even at a cold wash setting of 15°C, EcoBubble technology will still effectively dissolve detergent and mix it with air and water to create bubbles that thoroughly penetrate clothes so as to remove even the toughest stains.

Choose appliances that are built to last

A final tip for making your laundry as eco-friendly as possible is to opt for appliances that are sure to last for a long time, a decision that contributes to the reduction of landfill waste, the conversation of resources, the prevention of environmental contamination by toxic materials, and the reduction of greenhouses gases created in the production of new materials.

Samsung’s washers and dryers have been designed for long-term use, coming with industry-leading warranties for both product and parts so that users can rest assured that their appliance decisions are the best ones for the environment.

About E.L.V. DENIM

E.L.V. DENIM is a pioneering British luxury brand dedicated to handcrafting timeless fashion pieces from 100% upcycled materials. Breathing a second life into garments that could otherwise be destined for landfill, E.L.V. DENIM transforms loss into luxury.

In a world of over-consumption, E.L.V. DENIM challenges convention. It’s fabric-first curated sourcing of pre-loved garments ensures every piece is unique and innovative designs create pieces to last a lifetime. Founder and Creative Director Anna Foster launched E.L.V. DENIM to redefine the perfect fit in denim, ensuring every pair of ‘off the rack’ jeans feels like it is tailor made. In addition, it is the first denim brand to launch a jean that can adapt to the wearer’s life with built-in seam allowances for effortless tailoring.

In 2023 the brand extended beyond denim and into new categories; upcycling corduroy, shirting, tailoring, leather and cotton, helping to protect the environment for future generations and proving that a completely circular fashion model can be a success.

All production takes place in East London, minimising carbon footprint and supporting our local community of ateliers. The brand has a holistic approach to sustainability and zero-waste, all parts of the jeans are used to make new products, scraps are constructed into sheets of patchwork fabrics and the smaller threads are turned into denim paper.

[1] Our washing machines with AI energy mode* can reduce your energy consumption by up to 70%** * Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ** Based on internal testing on the WW7000D models on a Cotton 40 degrees wash with the AI Energy Mode turned on compared to not using AI Energy Mode.

[2] The Less Microfiber cycle works to make clothes shed less microplastics, which are discharged into the drain water. By adjusting the motor’s revolution speed and washing intensiveness, the Less Microfiber cycle reduces the amount of microfiber released into the drain by up to 54%. Based on testing by the Ocean Wise Plastics Lab using a 2kg load of 100% polyester hoodies, comparing the Synthetics cycle on a Samsung conventional model WW4000T and the Less Microfiber cycle on the WW7000B. Results may vary depending on the actual clothes and usage conditions.

[3] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[4] Based on internal testing on the WW7000D models on a Cotton 40 degrees wash with the AI Energy Mode turned on compared to not using AI Energy Mode.

[5] Tested with 2kg load of 100% polyester hoodies, comparing Synthetics cycle on Samsung Conventional model WW4000T and the Less Microfiber Cycleon WW9400B. The results may be different depending on the clothes and environment. Tested at the Ocean Wise Plastics Lab. Newsroom post here.

[6] “Fashion’s tiny hidden secret”, United Nations Environment Programme (unep.org/news-and-stories/story/fashions-tiny-hidden-secret).

[7] Tested at Ocean Wise Plastics Lab on the WW90T734DWH model (using Synthetic cycle, approximately 2kg load of synthetic textile laundry) comparing the amount of microfiber released with and without the Less Microfiber Filter installed. The amount is calculated by filtering drain water through a 50um filter. Results may vary depending on clothes and environment.

[8] Tested at Ocean Wise Plastics Lab on the WW90T734DWH model (using Synthetic cycle, approximately 2kg load of synthetic textile laundry) comparing the amount of microfiber released with and without the Less Microfiber Filter installed. The amount is calculated by filtering drain water through a 50um filter. One wash cycle’s reduction amount of 0.627g is based on a 5kg load (0.125g/kg x 5kg). Annual reduction amount (132g) is calculated based on 210 cycles (4 times a week, 52 weeks) and 5kg load on each cycle. 500㎖ bottle weight (15.4g) is based on the Korea Ministry of Environment’s guideline on plastic bottles.

[9] Data source: https://www.euronews.com/living/2019/07/14/eco-washing-your-way-to-a-cleaner-planet

In recent years, there has been a significant cultural shift towards purchasing more environmentally conscious products and appliances, with many consumers prioritising goods and services from companies that reflect their personal values and beliefs. With more customers than ever demanding products which are energy efficient but also carbon neutral, this trend is expected to continue over the next decade and has set a new benchmark for the home appliance industry globally.

As a market leader within this sector, sustainability is a major focus for Samsung – from improving energy efficiency and making new, innovative products, to ensuring appliances are easy to recycle at end-of-life. Whilst its products already have strong energy credentials, Samsung understands that a sustainable future requires investments across a broad spectrum, which is why the brand is also launching its carbon offset campaign.

For every washing machine or tumble dryer purchased, Samsung will contribute towards a portfolio of different eco-friendly initiatives including solar and wind energy projects and reducing deforestation to offset the product lifetimes’ carbon emissions. Each of these projects is verified through VERRA’s^[1] Verified Carbon Standard; an internationally respected standard that verifies the carbon savings and demonstrates real, measurable, additional and permanent emissions reductions.

Rachael Ward, Marketing & Product Director, Home Appliances, Samsung Electronics UK Ltd. says: “At Samsung, we are committed to building a better, more sustainable future. From developing technologies that address our customer challenges, to making Samsung products as eco-friendly as possible, we are prioritising the planet, people and society by creating solutions that benefit us all.”

Samsung has partnered with Carbon Footprint Ltd to facilitate the campaign, providing support across a portfolio of schemes, on- and off-shore, to offset product carbon emissions. These include:

Solar energy projects to help de-carbonise the electricity grid, ensuring energy security and contributing to the sustainable growth of the electricity generation sector. This includes the 500 MW solar power project in Andhra Pradesh, India, which generates a clean form of electricity through renewable solar energy sources, saving around one million tCO₂ each year.

Wind power schemes to promote sustainable development by investing in renewable wind energy and turbines. This includes a grouped Wind Power project of 396 wind turbines in Tamilnadu, India, which will result in saving approximately 417,000 tCO₂e each year.

Forest degradation and deforestation initiatives which focus on reducing the amount of deforestation, which is the second leading cause of CO₂ emissions. This will include a collaboration with the REDD project, working with local forest communities in the Portel Para region of Brazil, to stop deforestation in the Amazon rainforest – the largest and most important rainforest on Earth.

Tree planting to help sequester more carbon dioxide from the atmosphere as they grow, whilst also providing habitats for wildlife. The aim is to plant native broad leaf trees in schools, parks and other biodiversity sites in the UK and Ireland.

For those looking to further reduce their carbon impact following the purchase of a Samsung washing machine or tumble dryer, the SmartThings Laundry Planner feature can help. Using SmartThings^[2], customers can schedule their appliance to run outside of peak hours, with washes timed to finish fresh when needed to avoid laundry sitting in the drum.

Samsung’s carbon offset campaign applies to any Samsung washing machine or tumble dryer, purchased in the UK and Ireland from Samsung.com/uk or an approved retailer, from 24^th March 2021 to 1^st June 2021.

For more information visit https://www.samsung.com/uk/offer/carbon-offset

[1] Verra is a global leader helping to tackle the world’s most intractable environmental and social challenges by developing and managing standards that help the private sector, countries, and civil society achieve ambitious sustainable development and climate action goals.

[2] Available on Wi-fi enabled Samsung Laundry Appliances. SmartThings app available on Android and iOS. An internet connection is required.