(English) Best Practices

ECOALF is a Spanish sustainable fashion brand that emphasizes their commitment to using recycled materials and reducing waste in their branding. They mainly use materials such as recycled polyester, recycled nylon, recycled wool and recycled cotton, reducing the amount of CO2 emissions generated and the amount of water consumed.

Besides producing clothing with recycled materials, ECOALF also created a Foundation: “The Ecoalf Foundation is a Spanish non-profit organization born in 2015 and registered in the Spanish Ministry of Agriculture, Food and Environment's Registry of Foundations. The Foundation is a space for innovation in the circular economy, with a clear vocation for ocean preservation and a partnership-based methodology. Our team is formed by a technical pool of experts, supported by a highly experienced and motivated board of trustees led by Javier Goyeneche. On top of this, different international partners join forces to make projects a reality.” (source: https://ecoalf.com/en-eu/pages/fundacion-ecoalf )

By using recycled materials and sustainable practices (such as carefully choosing their suppliers and value chain stakeholders to make sure they act according to their sustainability values or developing a traceability system to provide transparency of sources), ECOALF is demonstrating its commitment to environmental sustainability and promoting its efforts to reduce its impact on the environment.

ECOALF’s branding strategy not only helps to attract customers who are conscious of sustainability but also creates a strong brand image and identity that aligns with the company's values. Developing a branding strategy that emphasizes environmental sustainability and social responsibility can also have long-term benefits for businesses. By promoting sustainable practices through branding, companies can position themselves as leaders in their industry and gain a competitive advantage. Additionally, as more consumers become aware of the importance of sustainability, businesses that prioritize environmental and social responsibility are likely to see increased customer loyalty and brand recognition.

Furthermore, ECOALF is truly engaged in making a positive environmental impact. In fact, During COP25 in Madrid, ECOALF signed the pact to become a ZERO CARBON EMISSIONS brand by 2030. They are monitoring and reducing their impact across everything that they do. By doing so, ECOALF positions itself as a responsible brand.

Product mis-selling; pollution; waste; sustainable values; recycling; sustainable production

• Increased visits on the website and social media platforms
• Increased number of followers
• Increased sales
• Increased number of interactions
• Increased number of positive reviews

“ECOALF became the first fashion company from Spain to receive a certificate as a B Corporation. The B - CORP certificate identifies that the company meets the highest standard of verified social and environmental performance, public transparency, and legal accountability to balance profit and the purpose the company was built for.” (source: https://ecoalf.com/en-eu/pages/historia )

ECOALF is also a “Global Recycling Standard (GRS) certified brand. The Global Recycled Standard (GRS) is a voluntary product standard for tracking and verifying the content of recycled materials in a final product. The standard applies to the full supply chain and addresses traceability, environmental principles, social requirements, chemical content, and labeling. This educates consumers and helps them to make informed decisions.” (source: https://ecoalf.com/en-eu/pages/materiales )

Besides, the ECOALF “founder, Javier Goyeneche, has been awarded the Schwab Fundation’s social innovators of the year 2020 for revolutionizing the fashion industry and leading the shift towards a sustainable future. The Schwab Foundation for Social Entrepreneurship is the sister organization of the World Economic Forum.” (source: https://ecoalf.com/en-eu/pages/premios-1 )

These certifications also help ECOALF to position itself as a successful, sustainable and responsible brand. They also provide increased visibility to the company.

The challenges expressed in the company’s 2021 report are:

(source: https://cdn.shopify.com/s/files/1/0553/2804/7279/files/ECOALF_SUSTAINABILITY_REPORT_2021_EN.pdf?v=1668091431 )

Another challenge may be the fact that recycled and sustainable products are more expensive in comparison to other products. This can be a barrier for some consumers. Nevertheless, consumers with high environmental awareness will definitely choose brands like ECOALF, which provides them with a specific but loyal target group. The quality of the product compensates for the price.

Sustainable and Recycled Clothing. ECOALF. (n.d.). https://ecoalf.com/en-eun (Accessed 6th of June 2023)

The sustainability platform transforming the fashion industry. BCOME - The sustainability platform transforming the fashion industry. (2023, March 9). https://bcome.biz/ (Accessed 6th of June 2023)

Sustainability Report 2021. ECOALF. https://cdn.shopify.com/s/files/1/0553/2804/7279/files/ECOALF_SUSTAINABILITY_REPORT_2021_EN.pdf?v=1668091431 (Accessed 6th of June 2023)

ECOALF Facebook page. https://www.facebook.com/ECOALF/ (Accessed 6^th of June 2023)

ECOALF LinkedIn Page. https://www.linkedin.com/company/ecoalf/ (Accessed 6^th of June 2023)