Staiy's founders visit the store of ECOALF in Paris
11 JULY ‘22
Discover the sustainability of ECOALF with Staiy’s founders and learn how ECOALF’s fashion brand is committed to the planet, to the environment, and to all the people that inhabit our beautiful yet neglected world.
Words by Lucia Peirone Torti
Our planet is shaking and we need to act. It is time to take responsibility. We believe we have a mission that goes beyond just business. Fashion is one of the largest consumer goods industries in the world and one of the most pollutants. As we believe the time when fashion was just about looking good is over, more than ever it has to be about doing what is right and feeling good about it. We have a chance and a responsibility to rethink the business model we want for the future.
As Staiy’s founders visited the recently opened ECOALF store in Paris, we had the chance to get involved in the process this amazing brand is embarked on. Only based on the store’s design, we felt that they carried out a study to minimize the use of new resources and maximize the existing, fostering a clean approach, aligned with the brand’s aesthetic. Sustainable fashion brand ECOALF lives by the key, concise motto Because there is no planet B. The brand’s interest in the environment took seed long before it became a trending topic, especially in the world of fashion.
Their approach to sustainable fashion means the environment is a key consideration in everything they do, from the materials and processes that are used, to their educational programmes and use of innovative technologies; ECOALF does all this without compromising on quality, sustainability or design.
Within the 150m2, there is a multidisciplinary ocean room dedicated to the ocean and to education. Using the latest digital technology, this room will immerse you in the ocean and share ECOALF FOUNDATION’S journey, integrating their mission to raise awareness on the need to protect our ocean from ocean pollution. The Ocean room will also be used for monthly ‘ACT NOW’ events. In this way, they hope to continue growing this community by educating more and more people about fashion, innovation and sustainability to create a community that has decided to be part of the solution, and not the problem.
About their projects
"ECOALF was born in 2009, both the name and concept of the brand came after the birth of my two sons: Alfredo and Álvaro. I wanted to create a truly sustainable fashion brand and I believed the most sustainable thing to do was to stop using natural resources in a careless way to ensure those of the next generation. Recycling could be a solution if we were able to make a new generation of recycled products with the same quality and design as the best non recycled. 12 years later, our mission and vision remains intact, if possible with more strength and clarity than ever”, Javier Goyeneche says, as the president and founder. The ECOALF FOUNDATION is a non-profit organization whose main objective is to promote the selective recovery of waste in order to recycle, valorise and avoid its harmful effects on the environment by developing and applying new scientific and technological knowledge.
In 2015, ECOALF embarked upon its most ambitious project to date: Upcycling the oceans, an unprecedented worldwide adventure that will help to remove marine debris from the bottom of the oceans thanks to the support of the fishermen. Currently, the ECOALF Foundation collaborates with local partners to carry out Upcycling the Oceans in Spain, Greece, Italy and Thailand , likewise it is working on its implementation in other parts of the world. It also collaborates on other projects in the fields of waste management, environmental awareness or research and development with institutions with which it shares common values and objectives. In the visited exposition, the entire space is covered with their leftover recycled cotton. The waste is applied to the walls for a clean feel which allows the sleek clothing to take the spotlight. Other recycled and low-impact materials include reclaimed wood, iron, low-consumption LED lighting, and all the finishes are made from textile waste. Also, an interactive screen shows actual footage of interviews with experts and the consequences of plastic in the water on all the living creatures that inhabit the ocean.
Respecting their home is respecting ours, for sure!
According to a recent study published by UNESCO, 2200 million people do not have access to safe drinking water. Climate change is affecting the quality and the quantity of water used for basic human necessities, putting the basic right of access to water at risk for millions of people. With our ECOALF experience, we can affirm that they’re aware of the extensive use of water in the fashion industry. Water is used to cultivate materials such as cotton, to clean and prepare raw materials as well as in all processes of tinting and finishing the product. Today, and thanks to the collective effort of more than 3000 fishermen in over 50 ports, amounting to over 550 fishing vessels, ECOALF has recovered a total of 700 tonnes of waste from the bottom of the oceans.
Because there is no planet B
ECOALF creates, wears and spreads the message: Because there is no planet B, as it is essential to use their voice to raise awareness about this great challenge we are facing as a worldwide community. In this way, they managed to promote the circular economy while showing that where some see garbage, others see high-quality raw material. The transformation into new products made by companies such as ECOALF within the framework of UTO, allow us to highlight the role of recycling and the nonsense of turning the oceans into large landfills where at least 8 million tons of plastic arrive each year.