interview Javier Goyeneche has big plans for Ecoalf. Only recently, the sustainability-oriented brand from Spain brought out its own line for sports such as cycling and yoga, and now the next addition to the range is already in the starting blocks with a beauty range. In addition, the Ecoalf founder wants to drive global expansion and at the same time become emission-free.
In an interview with FashionUnited, Goyeneche tells what other plans and news there are at Ecoalf and how business is going.
What products are you doing well at the moment?
We started as an outerwear supplier, so jackets are always going to be strong for us. We’ve also been working on our recycled cotton since 2014, which is growing every year – from 10 percent at the beginning to 100 this year. T-shirts, sweatshirts and polos are very important for countries like Spain and Italy. Sneakers and all the new qualities for knitwear are also on the rise.
The sports category is also relatively new, with products for running, cycling, yoga and surfing…
We want to create a lifestyle. So we thought: Okay, what are our customers doing? They play sports and enjoy being outdoors. So we did a test with yoga a few years ago. It worked well so we decided to do a collection for yoga, cycling and surfing. We did it all with this new nylon – the Meryl yarn – that uses hydrogen technology to seal microplastics. In the end, it limits the release of microfilaments and is monofilament so it can be recycled. We only launched it two months ago, so we’ll see how it performs.
Will other sports be added in the near future?
No, I think we need to go even deeper into the sports that we have and only then do we discuss what the next might be. We have different options.
In addition to clothing, there will soon also be cosmetic products…
For products like deodorant, shampoo, gel, lip balm, and sunscreen, people reported using about 30 to 50 doses — one shampoo and one gel per month plus the other products.
So when we developed the new cosmetics line, we had two conditions. The containers should be recyclable and not disposable. So we created these aluminum containers that last 20+ years and can be recycled at the end of their life, which we use for soap, shampoo and all other products – they are filled with powder.
We worked on this for almost two years because we didn’t want to use any chemicals in making the powder – it’s all organic. And when they run out, you can buy new powder to refill.
When should the cosmetic products come onto the market?
We will start in stores, online and select stores in early September. And then we’ll see how the market takes it.
What can we expect next in your product range?
We now have sports and the wellness-beauty area … And then there are the collections for men and women, which we each offer at 50 percent. We are working a lot on the new accessories. Up until now we have had a few bags, but next autumn/winter there will be a complete accessories collection.
In which markets are you particularly strong at the moment?
Spain, Germany, Austria, France, Switzerland, Italy. We already have 1,200 customers – so we’re growing well.
Which new markets do you want to reach?
We want to expand further in the Netherlands – BeNeLux in general – the UK and Scandinavia. And now we’re establishing a new branch in California and opening our first store in Los Angeles in six months.
The European Parliament is in the process of introducing a law on the supply chain. What do you think of the current developments?
We are still waiting to see what this regulation will look like, because ultimately they have to decide what the label first and then the digital passport should look like. And then how will you penalize the product? Because not all products are the same and we invest different amounts in the products that we bring to market. If your product is circular then you should pay less than for a product that is not circular. So let’s see what comes of it.
Already using a digital product ID?
We already have it in our garments. You can check the traceability of the water and we are evaluated by an external audit every season. But we will introduce ‘Radio-frequency-Identification’ (RFID) in all our garments. We will attach this digital passport so you have full traceability of everything – materials, who made them and how we transport them.
What other goals and plans do you have?
Our goal is to continue to invest heavily in new materials and fabrics. We invest a lot in technology for measurements. That’s the only way we can improve. We’ve just been named one of the top five B Corps in the world. We are committed to becoming net zero emissions by 2030, without offsetting. We can only achieve this if our entire supply chain makes the same commitment.
How do you intend to achieve this for the entire supply chain?
We are currently building a new team to analyze our entire supply chain and find out who wants to take on this challenge and who doesn’t. And unfortunately, we can’t move forward with those who don’t commit to achieving net-zero emissions by June.
With all these innovations, expansions and new products, how is the business doing now?
Well, the company is still growing, 35, 40 percent a year – so it’s doing well and we’re profitable. Of course, times are not easy – the weather was terrible last year, it was very hot, now it’s raining, Ukraine, the war. We have many loyal customers who are noticing that the brand is starting to be well received and that sales are improving in most countries.