A Javier Goyeneche Marsans life smiles at him. Your brand Ecoalf celebrates its tenth birthday and it does so, in addition, with unbeatable figures despite the complicated moment we are living. The leading brand in sustainable fashion grew by 74% in 2020 and plans similar growth figures for 2021. In addition, Goyeneche has returned to equestrian competition with enthusiasm after 24 years without attending show jumping, encouraged by several friends.
Ecoalf celebrates this special birthday with the opening of an imposing flagship in Madrid: located in the Palacio de Santa Bárbara, it is a construction from the second half of the 19th century and occupies a 350 m2 space. In addition, products for yoga, travel and footwear will be added to the offer. And they are about to launch a collection of furniture that will delight their most loyal customers, among whom are the queen. doña sofía, her granddaughter Victoria Federica, the actress Gwyneth Paltrow or the designer Marc Jacobs, among others.
Of your cause, your business
Years ago Goyeneche decided to make his environmental cause his business. To the good figures and success of his business, he must add being the first Spaniard to receive the 2020 Social Innovators award, awarded by the Schwab Foundation (a subsidiary organization of the World Economic Forum).
Happily married to Macarena Rey, a brilliant precursor to shows like ‘MasterChef’ O ‘Masters of sewing’, his personal life is also satisfying. In 2016, the couple suffered a severe setback when Macarena was diagnosed with breast cancer, which she fortunately overcame. They say that her husband did not leave her side. They form an extremely discreet marriage and rarely give interviews. In fact, they have declined to make statements about the Ecoalf anniversary to this medium. Together they are the parents of two children: Alfredo, 14, and Álvaro, 12. The name of Ecoalf is inspired by the names of his children, for whom Javier has a real predilection. It is common for them to share soccer or tennis days with them, and ski trips in the winter season.
Return to the Olympic competition
But these sports are not the only hobbies of the creator of Ecoalf: Goyeneche is in love with horses. At the age of 26 he stopped competing in show jumping, an activity that he has just resumed encouraged by several friends, among which are Nacho Ridruejo, Kike Sarasola, Jesús Garmendia and Alejandro Entrecanales.
The latter lent him his jumping horses to participate in the last competitions he has played, such as the Spanish Veterans Championship, held in mid-November last year at the Real Club Pineda in Seville, in which the Infanta Elena. For that contest, Goyeneche trained surrounded by friends, led by Jesus Garmendia, ex-husband of Ainhoa Arteta, at the Alejandro Entrecanales farm and accompanied by Kike Sarasola. Goyeneche acknowledged that his return to competition had caused him some nervousness but that it was also “a great plan” being surrounded by so many friends.
Polo and fashion
This is not Javier Goyeneche’s only foray into horse riding as he assiduously practices polo. In fact, his team, El Cañal, won the last Puerta de Hierro Cup 2020. He is also dedicated to raising horses with two mares that he has half with Luis Astolfi, the Infanta Elena’s right-hand man in equestrian matters. This hobby comes from his father, the engineer Alfredo Goyeneche, who was an Olympic rider. Both he and his father have been presidents of the Spanish Olympic Committee: Javier was from 1998 to 2002. His mother, Cristina Marsans, daughter of the founder of Viajes Marsans, was an outstanding golfer in her time.
The life of this successful businessman has been linked to fashion since he created Fun & Basics at the age of 24, which ended up closing in 2007. “At first my father did not understand that I sold buttons and bags. But then he was very respectful with what I wanted to do ”, declared Goyeneche to ‘Out of Series’. And time proved this brave entrepreneur who pioneered the use of water bottles to make clothing and who has managed to make fashion and sustainability go hand in hand.
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