Elena Bonvicini – Founder of EB Denim
Since her time at USC, Elena Bonvicini has been selling denim. She turned her hobby into a worldwide direct-to-consumer business. EB Denim has landed deals with Revolve, Selfridges, Fred Segal, and Bergdorf Goodman. Bonvicini also has celebrity fans including Kylie Jenner, Taylor Swift, Sabrina Carpenter, and Bella Hadid.
Growing up, Bonvicini’s grandma took her to flea markets in Wisconsin. She loved how each article of clothing told a story. This inspired her to start her own denim venture and her hands-on experience honed her eye for style and ignited her commitment to reducing fashion waste.
At USC, Elena began crafting cut-off shorts from thrifted denim and started selling them to classmates. Through word-of-mouth and social media, she was able to gain traction and popularity. She innovated typical men’s jeans to fit women’s silhouettes, blending edgy aesthetics with eco-conscious practices. In 2019, Bonvicini launched EB Denim which later became a Gen Z favorite. EB Denim prioritizes biodiversity, fair labor, and minimal environmental impact. Celebrities like Hailey Bieber, Kylie Jenner, Gigi Hadid, and Bella Hadid have championed the line, propelling it into features on platforms like The Zoe Report and Vogue Business. In 2025, Elena is planning on opening up her first physical location.
At just 24 years old, Elena Bonvicini is the embodiment of an entrepreneur. She is unapologetically forward-thinking and continues to expand her business.
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Good job!This is such a cool and interesting story! It is so cool to see how someone turned a small passion they have had as a child into an actual business. I love seeing people succeed with unique things that they have a passion for.
I love this! We often don’t think about the origins of style evolution – I particularly found it interesting that she crafted typical men’s jeans to fit women’s silhouettes. This allows for more diversity and variety for different style preferences. Well done!
This is very interesting because clothing has become increasingly co-ed, and it is neat to see this played out with denim.