We created a brand identity based on real world experiences looking to transform into a more humane point of view. The key concepts in this project were innovation, activism, social and environmental commitment.

Beyond storytelling to sustainable storydoing.


ECOALF is a fashion and lifestyle brand using breakthrough technology to create clothing and accessories made entirely from recycled materials with the same quality, design, and technical properties as the best non-recycled products.

In 2015, the creation of the Ecoalf Foundation and the launch of the Upcycling the Oceans project set the basis for an increased commitment, and thus, there was a need to communicate the next step of the brand vision: that there is no need to use our world’s natural resources in a careless way, and that we can actually do something about it.


Web Design
Style Guide

They came to Erretres with a clear objective to redesign their website with a stronger and more humane narrative. They wanted us to help them translate real-world experiences onto their digital environment, and clearly state that Ecoalf is all about innovation, activism, social and environmental commitment, and beautiful high-quality fashion products.


The content, structure, navigation, visual design and interactivity of ECOALF’s corporate site works around the concept of commitment as does the brand itself. The challenge was to transfer real-life experiences to the digital context, and thus, we worked alongside the ECOALF team, in order to understand their processes and to dig deep into their powerful promise: sustainable fashion.


Content is focused on presenting ECOALF’s knowledge and the style of its tribe – ECOALF’s audience or user. The company has a clear promise for its customers: becoming part of the sustainable solution and has developed the tools to do it, by creating their own textiles from rubbish.

We suggested creating original content for the site: a manifesto, a curated news feed, infographics about their textile making processes, and a front-page feature on their ECOALF Foundation projects about Upcycling the Oceans. We also reorganized and rewrote the FAQ section after listening to the target audiences’ opinions.


We organized the content around three main actions: discover, know and join. Discover the latest news and the history of ECOALF; know how ECOALF works towards sustainability, and join the tribe by acquiring sustainable fashion.

We wanted the user to understand the whole idea straight from the beginning so they would be able to easily find and connect distinct pieces of information. When landing on the site they could either discover ECOALF via “About Us”, get to know their commitment on the “Sustainability” and join the tribe by clicking “Shop” or signing up for upcoming events.


ECOALF frequently converses with its community at events and on social media. Participating in the events or purchasing the products are crucial final touchpoints of the user journey. So, to ensure these actions from the users, these processes were designed in a simple and direct way. User’s doubts and search for specific information was resolved through the search button and the FAQ section.

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