Ecoalf and Ekocycle, now on sale at Harrods

Black Eyed Peas lead singer Will.i.am and the Coca-Cola Company have looked to the know-how of Spain’s sustainable fashion brand Ecoalf in a new mens- and womenswear collection.

This time “Trash is good news”. So runs the slogan behind the concept ‘Tras(h)umanity’, coined by sustainable Spanish fashion brand Ecoalf. Made in Spain, the initiative is led by the visionary Javier Goyeneche who has taken eco-friendly clothes beyond the typical publicity stunt.

Pure, irrefutable RD&I are the credentials behind the growing commitment Goyeneche consolidates each season by producing “fabrics for new generations”. Multinationals like Apple and celebrity green activists like Gwyneth Paltrow are just some of his fans.

And the numbers are growing. The latest addition is Ekocycle, where singer and founding member of the Black Eyed Peas, Will.i.am, has teamed up with the Coca-Cola Company to encourage brands to create products from recycled materials, making more sustainable living cool, as Ekocycle explains. They signed Ecoalf to launch a collection of mens- and womenswear made from used plastic bottles.

The Spanish company designed eight exclusive fabrics for a collection which includes gilets, bombers, jackets, sweatshirts, windbreakers and parkas, plus bags, backpacks and totes. Stylish but sustainable, these luxury designs are on sale this March at London department store Harrods, as well as from its e-shop and from Ecoalf’s Madrid store.

And there’s no stopping Ecoalf now. In an interview in September, Javier Goyeneche told Fashionfromspain he had a collection in the pipeline for SHFT.com, the website of Entourage actor, Adrian Grenier. Watch this space this Spring!