*The text-to-speech feature is generated by AI, so there may be errors in the reading.
When buying items, it is common to have to purchase plastic bags if you need them. In fast food restaurants, straws have been replaced with paper ones, and there are complaints that it changes the taste.
The root cause of this issue is the plastic waste drifting in the ocean. Its significant impact on marine ecosystems has been noted, and plastic has come to be recognized as having a very high environmental burden.
One brand that has been quick to address this issue is the fashion brand from Spain, ECOALF. They sell fashion products made by recycling ocean waste, and they are attracting attention from around the world. In Japan, Sanyo Shokai Ltd. has brought them in and is operating as a joint venture.
This time, we interviewed Masatoshi Shimokawa, the brand manager of ECOALF, about the brand's philosophy and its environmental protection activities in Japan.
PROFILE
Masatoshi Shimokawa
Sanyo Shokai Ltd. Business Division Corporate Brand Business Department ECOALF Section Chief And Director of ECOALF Japan
After working as an area manager and trainer for a licensed brand, he gained international business experience at the New York branch. Later, he was involved in the select shop business and the planning and merchandising of Mackintosh London, and has been in his current position since before the brand's launch in Japan in March 2020. He is responsible for the branding and operation of ECOALF in Japan. Additionally, he develops joint projects with companies and government agencies across industries and collaborates with creators and celebrities active in Japan, aiming to initiate changes in consumer behavior toward the future while expanding the ECOALF business.
Bringing the World's Leading Sustainable Brand to Japan
First, can you tell us about Sanyo Shokai's initiatives for sustainability?
Our company is a comprehensive apparel manufacturer, with over 20 brands. Until now, sustainability initiatives were handled by each brand individually, but in the "Future Growth Strategy" announced in 2018, we set forth our direction to aim for a sustainable society through business development with a focus on sustainability.
We have been developing upcycling and retail businesses to reduce CO₂ emissions, and as part of that, we were exploring the launch of a new brand.
As a new pillar, we formed a joint venture with ECOALF, a sustainable fashion brand from Europe, in 2019.
What kind of brand is ECOALF?
ECOALF is a sustainable fashion brand that was established in Madrid, Spain, in 2009. The brand name combines the founder Javier Goyeneche's son's name, Alfredo, with "eco."
There is a strong sentiment behind this. When his son was born, Javier felt distressed that the fashion business he was involved in was the second largest polluter in the world. With a desire to protect the Earth for his son and future generations, he founded ECOALF.
ECOALF's activities have two main features.
First, all of their products are made from recycled materials or environmentally friendly natural materials. They upcycle items like plastic bottles and coffee grounds into fashion products.
The second feature is the "Upcycling the Oceans" project, which started in 2015. With the cooperation of fishermen, they collect marine waste from the ocean floor and coastal areas and turn it into products.
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