Since the brand's launch in 2009, founder and president Javier Goyeneche has created a truly sustainable industrial project driven by the understanding that responsible use of natural resources is essential to ensure their availability for future generations. This vision gave birth to a new generation of products made from recycled materials, maintaining high manufacturing quality and contemporary design. Also, thanks to its Upcycling the Oceans project, which involves over 4,000 fishers across the Mediterranean in recycling marine plastics, Ecoalf has sparked an authentic revolution: in its first fifteen years, Ecoalf has recycled more than 300 million plastic bottles, saved over 54 billion liters of water, reduced CO2 emissions by more than 12,500 tonnes, and removed over 1,700 tonnes of waste from the sea floor. Among the recently launched lines, Ecoalf Wellness offers zero-plastic, zero-water products using a system of refillable containers. This commitment has likely also contributed to significant international commercial success: Ecoalf's turnover has grown steadily, and its collections are now available in over 1.300 multi-brand stores worldwide, in addition to 10 flagship stores in global cities such as Madrid (the first, in 2012), Paris, Milan, Tokyo, Barcelona, and others.

We at Pitti have accompanied and supported this successful industrial, social, and cultural enterprise and are proud today to award Ecoalf the Pitti Immagine Uomo Award 2024.  In Goyeneche's vision, first imparted to his children, fashion is not merely a business but a commitment to responsibility. For this reason, together with Javier, we wish to extend once again the invitation that has always defined Ecoalf:

Act Now, Because There is no Planet B!