#Sustainability #Japan #Tokyo #ECOALF #Takanawa

ECOALF Opens New Flagship Store at Newman Takanawa

ECOALF, the sustainable fashion brand developed by Sanyo Shokai, has officially opened its new flagship store on September 12 at Newman Takanawa. This location is notable for being the largest commercial facility in LUMINE history, adding to ECOALF’s presence with now seven stores across Japan.

Store Concept and Design

The ECOALF Newman Takanawa store is strategically positioned on the South 4F of the high-profile Takanawa Gateway City. It focuses primarily on sneakers and lifestyle accessories, boasting around 45 different styles of sneakers to enhance its branding strategy within the domestic market. Approximately half of the store’s space is dedicated to these trendy footwear options and bags, and ECOALF plans to solidify its branding in this area even further.

In terms of fashion wear, ECOALF offers global collections alongside Japan-exclusive items, proposing sustainable fashion that encourages total coordination for both men and women.

The store's design emphasizes simplicity, utilizing materials such as plaster, reclaimed wood, steel, and stones collected from mountain and sea areas. This minimalist approach, featuring installations made from recycled PET bottles and upcycled mannequins crafted from used ECOALF sneakers, visually narrates the brand's message about waste transformation into valuable resources.

The interior showcases the founder Javier Goyeneche’s sustainability philosophy, encapsulated in the phrase “FROM WASTE TO FASHION.” Posters illustrating this concept adorn the walls, while a multimedia display on sneaker shelves highlights how waste can be turned into resources.

Featured Products

The store’s product range is centered on high-performing sneakers and lifestyle goods, maintaining the momentum of success witnessed in previous locations. It aims to further this success by establishing a sneaker-focused brand image in Japan.

ECOALF’s product line includes their latest upcycled materials from marine plastics, presented in a vibrant array of colors and block designs. They offer a unique unisex collection catered to Japan's climate, featuring local adaptations in their global wear assortment.

Key products include:

• - VENTURA Sneakers (Women) priced at ¥17,600, available in sizes 36-40
• - BERLIN Sneakers (Men/Women) priced at ¥22,000 with size ranges of 36-45

Exclusive Launch Products

To celebrate the inaugural opening, the store is releasing several exclusive products:
1. Edo Chiyogami BECAUSE T-Shirt: Available only during the special event “Hyakuyu Matsuri” from September 12. It is made from upcycled materials sourced from past CLEAN-UP campaigns and features unique Edo Chiyogami designs.

Price: ¥8,800 with unisex sizing from S to LL.

2. ACT NetPlus Collection: This includes three types of super-light fishing net outerwear, made using premium materials aimed at exceptional comfort and durability, set to launch in October.
- Prices range from ¥39,600 to ¥59,400, sizes available from S to L.

Collaborative Events

ECOALF is also launching a collaboration with Asahi Group to produce upcycled tumblers crafted from various waste materials. An upcoming workshop from September 29 offers customization options, allowing participants to create personalized tumbler designs.

Grand Opening Offers

To mark their entrance into Newman Takanawa, customers spending over ¥30,000 will receive a special aluminum chopsticks set, developed in collaboration with UACJ, a renowned material manufacturer.

Store Information

• - Name: ECOALF Newman Takanawa Store
• - Opening Date: September 12, 2025
• - Location: 2-21-2 Takanawa, Minato City, Tokyo, South 4F, Newman Takanawa
• - Operating Hours: 11 AM - 8 PM (on days Newman Takanawa is open)
• - Contact: 03-6277-3417

About ECOALF

Founded by Javier Goyeneche in Spain in 2009, ECOALF is dedicated to creating sustainable fashion to protect our planet. The brand strives to incorporate recycled and eco-friendly materials in all its products, championing a sustainable future. With a commitment to the environment, it conducts initiatives such as collecting ocean waste for new products, reflecting its focus on preserving marine life as part of the UNITED NATIONS' Sustainable Development Goals (SDGs).

With the launch at Newman Takanawa, ECOALF continues to pave the way for innovative and sustainable fashion solutions, addressing environmental issues while offering stylish options for consumers.