Javier Goyeneche is the founder and president of ECOALF, an ethical fashion brand founded in 2008, the first one in Spain to be awarded the B Corp certificate. ECOALF is a fashion and design company with the mission to reduce the amount of waste in the world by using recycled materials to produce fashionable consumer goods, including outerwear, swimwear, casual apparel, shoes and accessories. Goyeneche is a pioneer in developing and using in his brands high-tech new materials made from waste.
Born in Madrid, Javier Goyeneche studied in Spain, London and Paris, while also taking part in top international equestrian competitions. Javier Goyeneche received his degree in Business Administration from the European Business School and continued with post-graduate study in International Marketing Strategies at Northwestern University in Chicago.
His journey in the fashion Industry spans 25 years. In 1995, he launched Fun & Basics, specialising in contemporary fashion handbags and accessories. Within 10 years, Goyeneche grew the business to 350 points of sale and 70 branded retail stores, and he was awarded Best Young Entrepreneur of Madrid in 2005. He sold this company in 2012.
Becoming very aware of the quantity of waste he saw being produced by the fashion industry, Goyeneche investigated the possibility of creating an entirely new fashion concept done with recycled materials. In 2013 he launched ECOALF, named after his son Alfredo, as. a brand of of outerwear, swimwear, casual apparel, shoes and accessories of timeless design, using recycled materials and thriving to be sustainable and ethical. As Javier Goyeneche says : ” “We’re not a story-telling company, we’re a story-doing company.”
The recycled fabrics used and investigated by Javier Goyeneche come from used coffee grounds, cotton waste from the cutting room floor, old fishing nets and car tyres and ocean plastic.
ECOALF was launched in 2013, as a fashion and design company with the mission to reduce the amount of waste in the world by using recycled materials to produce fashionable consumer goods, including outerwear, swimwear, casual apparel, shoes and accessories.
Goyeneche was able to expand ECOALF in such a way, that the brand is now part of the world’s most prestigious department stores and specialty retailers. In 2013, he launched an integrated ECOALF concept store, showroom and office in Madrid. ECOALF is now collaborating with companies such as Apple, Swatch, Coolhunting, Coca-Cola and Will.i.am, and Barneys New York. ECOALF has opened its second Flagship store in Berlin, a multidisciplinary space of 264 square meters that offers a sustainable lifestyle experience.
ECOALF Foundation was founded in 2015. Its main initiative, Upcycling the Oceans, seeks to remove the trash from the Mediterranean with the help of fishermen on the Levante coast and also Thailand.