Ecoalf – Because There Is No Planet B

ecoalf window display

I first came across Ecoalf at my favourite distributors early in 2020, pre Covid, when the shadow wasn’t lucking behind everything we do and think. It seems a lifetime ago, but to me this year has gone both slowly and quickly in equal measure… Anyway, I’m not here to talk pandemics, those that know me know my thoughts I’m done talking about it.

I’m here instead to tell you about a brand that I have developed a great deal of admiration and respect for. When I was first introduced to Ecoalf it didn’t immediately jump out to me as a typical Tonic brand, jackets and coats made out of recycled plastic bottles, What? How? Where? But after hearing more about their philosophy and technological innovations, they have so far developed more than 400 recycled fabrics, I started to open up to the idea of stocking it. Then I looked at the garments themselves and was immediately struck by the quality and the attention to detail, this stuff was very well made. A few pieces, dare I say reminded me of early Prada Sport but at a fraction of the price.

Bringing in new brands, especially when they are taking you in a new direction (they are not understated classics, they are more sporty) is always a bit of a punt, a step into the unknown, you never know how it will work out. Well I needn’t have worried the first delivery sold out and there was suddenly a list of people asking for more, this is a good sign!!

Well I have managed to get my hands on some more and the delivery arrived this week. We have even put in a special Ecoalf dedicated shop window to mark the event.

With great quality product and sound message this brand is here to stay and Tonic is on board!

Here’s a few things Ecoalf say about their ongoing mission:

We are the first generation to experience the consequences of climate change and, at the same time, the only one that can act to restrain its effects as much as possible. What we make of the next decade will be crucial for the future of humanity. 

According to the Paris agreement, within the United Nations Framework on Climate Change, it is necessary to establish measures that allow us to limit the worldwide temperature increase to 1.5 ºC.

Additionally, we know that the fashion industry is the second most polluting industry on the planet.

All our actions inside Ecoalf are under constant evaluation with the goal of causing the least harm possible to the planet and local communities. We believe fashion cannot just be about looking good but also about doing what is right and feeling good about it.

Every choice we make is part of our commitment to create a responsible business without compromising the future generations.

You can also see a film they have made Upcycling the Ocean here


Iceberg Long Jacket – Deep Navy
St Moritz Vest
St Moritz Vest – Peacock Blue
Ecoalf Sweater
Harry Sweater – Black
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