Earlybird Venture Capital’s Post

We recently announced the start of our 5th Earlybird Vision Lab Incubator cohort. Today, we're introducing the first startup from this cohort – meet Federica Moreno and Ignacio García, the co-founders of El Green Mall! 🟢 Hailing from Venezuela and Uruguay, they founded their startup as a go-to destination for conscious consumers. 🛍️ Their mission is to democratize the sustainable market, making it accessible by simplifying consumer access to sustainable products and providing ethical brands with a platform for visibility. Here’s their interview: 🚀 What was the initial idea or reason behind founding your startup? We were tired of spending hours researching sustainable products and brands every time we wanted to make a purchase, without having access to all the information behind the brand. Simultaneously, we felt that sustainability was becoming a social status symbol. Therefore, we wanted to make the sustainable industry more accessible and simplified. 🌏 Why is it called "EL Green Mall" if it is based in Germany and targets the European Market? Have you noticed how French brands tend to use Les/L' in their names, and nobody questions them, even if they are going international? France has managed to brand their language wonderfully - it's elegant, it's luxury. However, the same doesn't happen with the Spanish language. We want to position our language as a symbol of consciousness and make Spanish a part of the global culture. 📣 What do you think of the opinion that sustainable products won’t change the system? While it's true we can't compare our impact to giant companies like Chevron, dismissing sustainable products' impact is risky. Two reasons: 1) Sustainability isn't just about climate change; it includes social aspects. Buying sustainably ensures fair treatment for workers. 2) Additionally, consumer demand shapes supply. As consumers, we have the power to influence the market - it's like using purchasing power as a form of micro-investment. Thank you Federica and Ignacio! Cc Benjamin Wilkening Franziska Harzheim Markus Keller Livia Ester Luzzatto Mattis Weber Jonathan Doliva Elisheva Marcus #sustainability #sustainablefashion #circulareconomy #consciousfashion