Madrid – In honor of Earth Month, sustainable Spanish fashion brand Ecoalf is launching a striking campaign. The pioneer in circular fashion puts a critical spin on the well-known slogan ‘Make America Great Again’. This campaign is supported by the launch of a special, circular accessory line.
Since the 2016 American presidential elections, the ‘MAGA’ slogan has become a symbol for the political movement around Donald Trump. The iconic caps that popularized the message have been a laughing stock for critics for years. With the start of Trump’s second term on January 20, 2025, Ecoalf responds to this controversy by transforming the loaded message into a sustainable statement.
As part of the backlash against US policies, Spanish Prime Minister Pedro Sánchez recently appeared on TikTok wearing a red cap. This gift from Deputy Prime Minister Sara Aagesen replaced the MAGA motto with the text ‘Make Science Great Again’. The images caused a stir due to the diplomatic tensions between the two leaders. Ecoalf is now joining this ‘cap war’ with its own variant: a green cap with the slogan ‘Make Planet Earth Great Again’.
A plea for the protection of the planet
The cap is the figurehead of the campaign for Earth Month (April 2026). Although the cap itself is for illustrative purposes only and is not being sold, a gigantic banner has been hanging on Gran Vía in Madrid since April 1. This action will also become visible in other world cities through CGI technology.
Despite the political charge, Ecoalf emphasizes that the campaign is not intended to have a political debate, but to stimulate a social discussion about climate protection. Founder Javier Goyeneche states that care for the earth has faded into the background: “Protecting the planet is not a temporary fashion, but a responsibility to future generations.”
The enormous banner (43 by 27 meters) will be given a second life after the campaign. In line with Ecoalf’s circular philosophy, the material is reused for a limited edition bag collection.
“Where others see waste, Ecoalf sees an opportunity,” says the brand. With this initiative, Ecoalf strengthens its position as a pioneer in the circular economy and spreads a message of hope: sustainability knows no boundaries and is a collective duty.
This article has been translated into Dutch using an AI tool.
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