16 March 2023

Vienna Insight: Opening of the Ecoalf pop-up store at Rotenturmstraße in the city's 1st district

When a pop-up store of an international brand opens in Vienna, it's an event highlight that shouldn't be missed. Fashion.at followed the invitation to the opening of the new pop-up store of Ecoalf at the Rotenturmstraße 14 in the center of Vienna. Until the end of August, the pop-up in the store of the jeans and urban outdoor apparel retailer 'Turek' will offer men's and women's clothing in classic sporty, casual style made from sustainable textiles of the Spanish brand with the slogan 'Because there is no planet B'.

Fashion.at spoke to Jasmin Turek-Rezac, managing director of the family business Turek, which was founded more than 60 years ago and currently operates 13 stores in Vienna. The last time Fashion.at met Jasmin Turek was a few years ago, in 2016, on the occasion of the presentation of new denim trends (article). Yesterday, the denim and street style expert with a focus on fair and conscious brands presented one of her favorite pieces from the Ecoalf menswear collection, a green jacket, and pointed out the brand's pioneering activities to protect the environment. In particular, she mentioned the recycling of fishing nets to produce new fibers. The event was dedicated to the Ecoalf project 'Upcycling the Oceans' and to the history of Ecoalf, which started in 2009 with the mission to create a sustainable fashion brand.

In the second room of the pop-up store, a large letter 'B' was placed as a photo board for guests' pictures taken with an instant film camera. By the guests handwritten slogans such as 'ACT NOW' appeared below and next to the pictures. Fashion.at was an early guest, but the first photos were already on the wall.

Images, from left: View of the front of the Ecoalf pop-up store in Vienna's 1st district. Middle: Turek Managing Director Jasmin Turek-Rezac shows one of her favorite pieces from the Ecoalf menswear collection. Right: Jasmin Turek-Rezac and Ecoalf Marketing Director Carolina Alvarez-Ossorio Speith stand in front of Ecoalf's signature 'B' letter, which refers to the brand's slogan. The photos were taken on 15 March 2023 at the Ecoalf pop-up store at Rotenturmstraße 14 in Vienna.