IADS Exclusive: How ECOALF offers a truly sustainable fashion alternative

Every IADS event is designed to allow the Association members to learn from each other or from inspiring leaders. In early 2025, IADS CEOs gathered to exchange with Javier Goyeneche, the founder and CEO of ECOALF, one of the first genuinely sustainable fashion brands in history. The purpose was to explore the brand's specificities, the company behind it, and what it takes to “be sustainable” in periods of uncertainty, which 2025 certainly is. 

Born in Madrid, Javier Goyeneche founded Fun & Basics after graduating in 1995, specialising in contemporary fashion handbags and accessories. Within 10 years, the business grew to 350 points of sale and 70 retail stores, and he was awarded Best Young Entrepreneur of Madrid in 2005.  

However, he gradually grew frustrated with the amount of waste produced by the fashion industry, so he embarked on a mission to create a concept combining design, an understanding of the fashion consumer, and the latest recycled materials. This led to the launch of ECOALF in 2013.  

The company now produces a fully sustainable lifestyle collection of outerwear, swimwear, casual apparel, yoga, footwear, and accessories. Brand distribution has strategically expanded to include prestigious department stores, speciality retailers (with over 1,800 points of sale), and a worldwide roster of retail stores.

IADS provides its members with a weekly in-depth analysis on retail-oriented topics. 

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