Disappointed due to the amount of waste that he saw every day in the world of fashion, Javier Goyeneche set the goal of creating a different company that was sustainable and respectful of the environment. As a result, he created Ecoalf, a new fashion concept based on materials that are discarded and do not pollute our planet.
In a short amount of time, his firm has become an important global fashion and accessories company created from recycled materials, with products that cover most of the needs of today’s lifestyle: outerwear, swimsuits, T-shirts , sweatshirt, sneakers and accessories. In addition, Goyeneche has strategically expanded the distribution of its products, resulting in the presence of the brand to be in some of the most important department stores in the world.
Ecoalf designs have triumphed in the United States and other countries, captivating companies such as Apple, Marc Jacobs, Louis Vuitton Moët Hennesy, Harrod’s and Coca Cola, among others.
In this exclusive interview for azureazure.com, Javier Goyeneche shows us that doing things differently, and leaving behind the established norms, is not only possible but necessary.
At the beginning of the Ecoalf project, did you imagine achieving the success you have today?
A couple of years ago I could not have imagined the level of sophistication and quality of the textures that we are achieving through recycling. We were told “no” for many years. That is why we are proud that, despite being a firm that is so young and small, that we are making collaborations with brands such as Apple, Barneys, Nordstrom, Goop and Coolhunting, among others. With Apple USA we created a line of covers for Macbooks; with actress Gwyneth Paltrow, we designed an exclusive line for her website GOOP. We also made a limited edition for Barneys and another for Coolhunting’s website. We also collaborate with EKOCYCLE, which is a brand that the singer will.i.am and Coca-Cola work together on to promote sustainability. These collaborations have helped us a lot to communicate what we do and how we do it, since, we prefer to remain a small company.
Why do you think the United States is the most receptive country to these products?
American society is one step ahead, and moves at another pace. People are more aware. The launch of the brand in the United States was in 2012 and thereafter began the expansion to other markets, such as Japan and the rest of Europe. Foreign sales account for 90 percent of our total turnover.
The cost of recycling and creating fabrics with disposable materials is transferred to the final price of the products. Is it your goal that in the future anyone concerned about the environment can buy Ecoalf products at affordable prices?
Our goal is for people to become aware of the limitation of natural resources and not look the other way. We cannot continue to live on this planet as if we had another one ready to go to. There are three product lines within Ecoalf: Timeless, which is the basic one; Xtrem, which is more technical and sports based; and Uptown, which is the fashion line. Our intention is that Timeless becomes an accessible line, so that price is not the reason why someone does not acquire one of our products. Interestingly, in many foreign markets it has happened to us that the stores most interested in our philosophy and products did not want our more affordable items.
Apart from what is already being done to preserve the environment, what else can be done?
At Ecoalf we feel that we have the responsibility to state that resources are not unlimited, that they are exhausted and that we cannot continue to devastate the planet. We want to show that there is the possibility of doing things in a different way without sacrificing design and quality. True luxury consists of taking care of what really has value: our planet. At Ecoalf, ecological awareness and fashion complement each other. What is the point of creating a state-of-the-art car or a building with impeccable architecture, if they do not bring improvements to the environment and, therefore, to society? I think there is a lot to do.
What legacy would you wish to leave behind?
I just want to show people that they can buy products in a responsible way without having to compromise on design and quality. ■