In this interview for Side Hustle Spotlight, we refer to 25-year-old Elena Bonvicini, who runs her own fashion brand EB Denim of Los Angeles. EB Denim has generated tens of millions in revenue and has had its clothes worn by Taylor Swift, Gigi Hadid and other celebrities, in keeping with the company. Responses have been edited for length and clarity.
Photo credit: courtesy of EB Denim. Elena Bonvicini.
What was your day-to-day occupation or most important occupation when you began your side hustle?
When I began EB Denim, I used to be still in highschool. I began selling repurposed old Levi’s to my friends and classmates because I loved having things no one else wore. I used to be at all times re-purposing clothes; at the same time as a kid, I might spoil my brother’s clothes in the name of individuality. When I began bringing them to highschool, my peers kept asking for more and soon I used to be selling denim shorts out of my locker room. It was exciting to see something I did for fun turn into a real business so quickly.
When did you begin doing this and where did you get the inspiration?
I began in 2016 while visiting my grandparents in Wisconsin for the summer. My grandmother and I might take day trips to all the local thrift stores and I used to be so inspired by the uniqueness and history of all the clothes. No two pieces were the same and I could change up how I styled them. I might buy jeans and my grandmother Jeanette would buy cake pans. It was our thing; we still do it and I cherish those memories.
What were the first steps you took to begin your side hustle?
At first, it was all about upcycling old denim and getting my designs into the hands of the right people. I remember the first time I cut up a pair of Levi’s, turned them into shorts, and wore them to highschool. Almost immediately, people were asking where I got them from, and before I knew it, I used to be custom-making pairs for my friends. I poured the whole lot I made into the business—as an alternative of spending money on myself, I used it to purchase more denim, and eventually hired PR experts. That’s when things really modified. PR got my designs into the hands of influencers and celebrities who could promote the brand in a way I couldn’t do on my very own. My first big break got here when Danielle Bernstein from WeWoreWhat and Chiara Ferragni were wearing EB Denim, which caught my attention early on. From there it was a domino effect of Hailey Bieber, the Kardashians, Hadid – once I became famous, greater retailers like Revolve and Selfridges began stocking my designs.
What were the biggest challenges you faced while building your side hustle and how did you overcome them?
One of the biggest challenges was scalability. In the starting, I used to be only reworking vintage pieces, which meant that each piece was unique, but it also made it difficult to maintain up with demand. Vintage denim, while sustainable in terms of ethos, is not sustainable in terms of scalability attributable to differences in size, color and supply. It was simply impossible to satisfy the growing demand with individual pieces. I needed to work out how you can keep the brand identity intact while moving to a production model that would grow with us. That’s when I moved away from purely reworking vintage pieces and began creating original pieces inspired by a vintage aesthetic. It was hard to provide up that handmade, one-of-a-kind feel, but I knew it was needed to grow the brand.
Photo credit: courtesy of EB Denim
Another challenge was simply learning how you can run a business. I had never worked for anyone as an adult. Everything I learned was trial and error, which will be daunting when you’re responsible for making all the decisions. I ultimately hired people with more experience in wholesale and manufacturing, which was a huge help. And while I like being my very own boss, it will possibly sometimes be overwhelming when there’s no one to guide you or offer you feedback. But I’ve learned to trust my instincts and rely on the amazing team I’ve built.
How long did it take you to attain a regular monthly income?
The turning point for recurring revenue got here when I actually focused on influencer marketing. PR was essential to getting my brand in front of the right people, but it wasn’t until I saw my designs on celebrities like Hailey Bieber and Kylie Jenner that sales really took off. One moment that stood out was last September when I used to be at a New York Fashion Week afterparty and saw paparazzi photos of Taylor Swift wearing our Polka dress at 4 a.m. The next morning I woke as much as a flood of sales—the dress sold out inside a day, each online and at our retail partners. That moment quadrupled our sales for the entire month and showed me how powerful celebrity promoting will be. Just last week, Kylie Jenner bought a couple pairs of jeans from our website. It’s surreal to think about selling jeans in my highschool locker room and how different EB Denim looks now.
Having a consistent bestselling hero/style viral was also vital for us to maintain the momentum going. Our success began with our OG jeans, then Chain pants, then cargo jeans, then Frederic jeans and now Low Rise Baggy.
What does growth appear like now?
The growth has been incredible. We’ve moved away from rehashing old Levi’s, and about 95% of our products are now latest, original designs. The brand has evolved to supply a full range of denim products, from dresses to jackets, and our goal is to make EB Denim the premium denim brand for this generation. Our manufacturing has moved to Pakistan, where we work with Artistic Milliners, a LEED-certified fair trade factory that uses renewable energy and recycled water. This has allowed us to scale while staying true to our commitment to sustainability. We still use the highest quality materials and focus on craftsmanship, but now we will do it at a cheaper price point without compromising on ethics or quality.
Photo credit: courtesy of EB Denim
What do you enjoy most about running this business?
What I like most is the creative freedom. I’ve at all times had a passion for fashion, and seeing my vision come to life and people love and wear what I create is the most rewarding feeling. While it’s surreal to see celebrities the world admires and wear the product, it means more to me to see someone in real life wearing it. I get to be a part of creating people feel good about themselves, and that’s powerful. I also love the challenge of growing the brand—it’s amazing to see how far we’ve come, and I can’t wait to see what’s next.
What advice would you give to others who would really like to begin their very own profitable business or do something else?
My biggest piece of recommendation is to speculate in yourself and your vision. When I first began, I reinvested our profits into the brand to get my products in front of the right people, and it paid off! But it’s not only about connections—you have to have a great product that stands out and that folks want. Don’t be afraid to ask for help and bring in individuals who have more experience in areas you would possibly not. Running a business isn’t just about creativity; it’s about logistics, supply chain, marketing, and more. Surround yourself with individuals who can enable you to with those elements so you may focus on what you do best. Finally, don’t be afraid to grow. What worked for your business early on won’t scale long-term, and that’s okay—the key is to remain flexible and open to growth.
This article is a part of our ongoing Young Entrepreneur® series, where we highlight the stories, challenges, and successes of being an entrepreneur. young business owner.