At Kauri Store, we pride ourselves on showcasing brands that embody the principles of sustainable fashion. One such brand, Ecoalf, has been a cornerstone of our offerings. Founded in 2009 by Javier Goyeneche, Ecoalf has become a pioneer in sustainable and recycled fashion. This Spanish label is not just about creating stylish garments but about revolutionizing the fashion industry towards a more sustainable future.
The Genesis of Ecoalf
Javier Goyeneche’s inspiration to create Ecoalf stemmed from a personal need to leave a better planet for future generations, including his sons Alfredo and Alvaro, whose initials form the brand's name. From the outset, Ecoalf's mission was clear: to stop using natural resources and instead focus on recycling. The brand started by creating fabrics from waste materials, such as plastic bottles, fishing nets, and even post-consumed coffee grounds. Today, Ecoalf boasts over 600 different types of recycled fabrics, each a testament to their innovative spirit.
The Path to Sustainability
Ecoalf’s commitment to sustainability is unwavering. In 2018, the brand became a certified B Corp, a designation that recognizes businesses meeting high standards of social and environmental performance, accountability, and transparency. This certification not only validated Ecoalf’s efforts but also placed them in the top 5% of B Corps globally, alongside industry giants like Patagonia.
Challenges and Triumphs
The journey has not been without its challenges. Initially, sustainability in fashion was seen as a niche interest, often associated with a 'hippie' image. Goyeneche and his team had to overcome significant hurdles in developing new fabrics and convincing consumers of their value. Yet, their persistence paid off. Today, Ecoalf is recognized for its high-quality products that marry sustainability with style.
One of Ecoalf’s notable initiatives is its investment in regenerative agriculture. This approach goes beyond sustainability, aiming to restore and rejuvenate ecosystems. By focusing on soil health and water conservation, Ecoalf is not just reducing its negative impact but creating a positive environmental footprint.
Transparency and Accountability
Transparency is a core value at Ecoalf. The brand’s motto, “We are not perfect and we don’t claim to be,” underscores their commitment to continuous improvement. In 2022, Ecoalf published its first sustainability report, detailing their practices and progress. This level of openness is rare in the fashion industry and sets a benchmark for other brands.
Ecoalf Foundation: Cleaning the Oceans
In 2015, Ecoalf launched its most ambitious project yet – the Ecoalf Foundation. Starting with just three fishermen, the initiative aimed to clean up the oceans by recycling discarded fishing nets. Today, over 4,000 fishermen across Europe and North Africa participate in the program, helping to remove tons of waste from the seas. This project not only cleans the oceans but also transforms the collected waste into new products, embodying the brand's ethos of turning trash into treasure.
Javier Goyeneche's Visit to Kauri Store, Bolzano
Last week, we had the honor of hosting Ecoalf’s founder and CEO, Javier Goyeneche, at our Kauri Store in Bolzano. Under the historic arcades, Javier shared insights into Ecoalf’s journey, challenges, and future plans. The event was well-attended, creating a vibrant atmosphere with a DJ and refreshments. Daniel Tocca, Kauri Store’s co-founder, emphasized the importance of not just selling products but also hosting engaging events that foster discussions on sustainability.
Javier’s talk resonated deeply with our audience. He highlighted the critical issues of overproduction and overconsumption in the fashion industry and urged a collective shift in consumer behavior. His passion and dedication to creating a sustainable future left a lasting impression on everyone present.
Looking Ahead
This year, Ecoalf celebrates its 15th anniversary with the release of their manifesto, “Because there is no planet B.” This manifesto is a call to action, urging consumers to rethink their consumption habits and embrace sustainability. It emphasizes the need for collective action to make a significant impact on the planet's future.
Javier Goyeneche's visit to Kauri Store was a testament to the ongoing collaboration between our brands. His talk reinforced the importance of sustainable practices and the role each of us plays in driving change. As Kauri Store continues to support Ecoalf and similar brands, we invite you to join us on this journey towards a more sustainable future.
Ecoalf’s story is a powerful reminder that fashion can be both stylish and sustainable. By turning waste into high-quality products, Ecoalf demonstrates that it is possible to create fashion that respects both people and the planet. As we continue to support and promote sustainable brands like Ecoalf at Kauri Store, we encourage you to become a part of this movement. Together, we can make a difference.
