Javier Goyeneche is the founder and president of EcoAlf. He studied in Spain, London, and Paris while competing in international equestrian events. He earned a degree in Business Administration from the European Business School and pursued post-graduate studies in International Marketing Strategies at Northwestern University in Chicago.

In 1995, he established Fun & Basics, a brand focused on contemporary fashion handbags and accessories. Within a decade, he expanded the business to 350 points of sale and 70 branded retail stores, earning recognition as Best Young Entrepreneur of Madrid in 2005.

Frustrated by the waste generated by the fashion industry, Javier sought to create a new concept that merged design with recycled materials. In 2013, he launched EcoAlf, named after his sons. Under his guidance, the company has developed a comprehensive lifestyle collection, including outerwear, swimwear, and accessories, and has expanded its distribution to prestigious department stores worldwide.

He opened an integrated EcoAlf concept store in Madrid in 2013 and has since collaborated with brands like Apple, Swatch, and Coca-Cola, while also launching international stores in Berlin and Amsterdam. EcoAlf is a certified B Corp, committed to making a positive impact on the world.

Javier's vision for EcoAlf emerged from a desire to create a sustainable fashion brand that conserves natural resources for future generations. He believes recycling can produce high-quality products comparable to non-recycled items. Fifteen years later, his mission remains strong, emphasizing the need for responsibility in the fashion industry, which is one of the largest polluters globally. He advocates for a shift in focus from mere aesthetics to ethical practices.

Recognized as a leading young European businessman, Javier prioritizes innovation, research, and ethical growth. He was featured on the Thinkers50 talent radar in 2019 and received the Schwab Foundation’s Social Innovators of the Year award in 2020 for his contributions to sustainable fashion.

After selling Fun & Basics in 2012, he dedicated himself to EcoAlf, which has become a global leader in sustainability through investment in research and development. Javier's approach involves recycling materials like PET plastic bottles, fishing nets, and used textiles to create high-quality fabrics for clothing and accessories.

He also founded the EcoAlf Foundation, which runs the Upcycling the Oceans initiative, collaborating with fishermen to remove waste from the Mediterranean. In 2017, the initiative rescued over 250 tons of waste, operating in 70 ports with the help of more than 3,000 fishermen.