5 Creavalo Takeaways for a WATF
- Start small, but start.
Creavalo began with just an idea and a lot of persistence. Sustainability doesn’t have to be perfect from day one — what matters is taking the first step and staying committed. - Local thinking makes a big difference.
By using local textile waste and keeping production in Spain, Creavalo shows how circularity can support both the planet and the local economy. - Imperfect is powerful.
No two pieces are exactly the same — and that’s a strength. In a world of mass production, uniqueness adds value and meaning. - Real sustainability means using real waste.
Creavalo’s products contain 90% actual textile waste. That’s not a marketing gimmick — it’s a serious commitment to reducing landfill. - Inspiration over competition.
Creavalo isn’t trying to dominate the market — they want others to follow. True impact comes when many hands work toward the same goal.
Sustainability isn’t an afterthought for Joan Gisbert Martinez. It’s the foundation. While studying Industrial Engineering and Business Management in Valencia, Joan joined an Erasmus exchange program that took him to the Netherlands, where he pursued a minor in Biobased Technology and Business Development. That international experience shaped his thinking about the future of entrepreneurship.
“The future of entrepreneurs relies on sustainability,” he says.
The name Creavalo captures this mission perfectly. "It’s a blend of CREar and VALOr—to create value," Joan explains. "We want to create value from waste."
Returning to his hometown in Valencia, Spain, Joan started seeing things differently.
“We've been a very big textile industry for a long time, and I wasn’t aware of the quantity of textile waste we can generate.”
“We've been a very big textile industry for a long time, and I wasn’t aware of the quantity of textile waste we can generate.”
💡 Did You Know? 💡
The global textile industry produces over 92 million tons of waste annually
Combining Valencia’s traditional strengths in textiles and furniture, Creavalo was born.
“We decided to take the textile waste and transform it into furniture and decorative elements.”
“We decided to take the textile waste and transform it into furniture and decorative elements.”
It didn’t happen overnight.
“For the first year and a half, it was just an idea. We were trying to create a real product, not prototypes, but something real and it wasn’t easy.”
The breakthrough came when the team figured out how to work consistently with waste materials. “Every waste works in different ways, so being able to industrialize has been our biggest milestone.”
“For the first year and a half, it was just an idea. We were trying to create a real product, not prototypes, but something real and it wasn’t easy.”
The breakthrough came when the team figured out how to work consistently with waste materials. “Every waste works in different ways, so being able to industrialize has been our biggest milestone.”
Turning waste into consistent products isn't just about recycling. It's also about mastering complexity. Every material behaves differently, forcing Creavalo to design flexible processes rather than fixed ones. Sustainability, in this case, demands engineering skill, patience, and relentless trial and error.
Creavalo launched in 2023 with furniture pieces like tables and chairs, but soon pivoted. Today, their focus is on acoustic and decorative wall coverings.
“We are focusing now on the wall coverings because we think that it [makes] more sense. There's more meters, we can prevent more quantities of textile from going to the landfills and we can also give some extra properties such as acoustic properties.”
“We are focusing now on the wall coverings because we think that it [makes] more sense. There's more meters, we can prevent more quantities of textile from going to the landfills and we can also give some extra properties such as acoustic properties.”
“Our idea in Creavalo is to be recognized as a company or as a brand that offers quality decorative products made out [of] textile waste.”
Their commitment to circularity begins with locality.
“We take the residue from Spain, we work and transform it here in Spain, and we sell it here. At the moment, that’s our core. For us, it doesn’t make sense to bring residue from China, produce it here, and bring it back to China.”
“We take the residue from Spain, we work and transform it here in Spain, and we sell it here. At the moment, that’s our core. For us, it doesn’t make sense to bring residue from China, produce it here, and bring it back to China.”
By working entirely within Spain, Creavalo strengthens local economies and reduces the emissions tied to transport. True circularity, Joan shows, isn’t just about using recycled materials, but about rethinking the entire production chain from source to sale.
They’re even building systems with their clients.
“A lot of hotels have textile waste so we are developing a way to get their textile and produce products with that textile, that specific textile, for them.”
“A lot of hotels have textile waste so we are developing a way to get their textile and produce products with that textile, that specific textile, for them.”
💡 Did You Know? 💡
Hotels generate significant textile waste, with a 300-bed hotel producing over a tonne of textile waste per year. Research shows that 76–80% of linens discarded by hotels are not actually worn out, yet 72% of these end up in landfills unless diverted for reuse or recycling.
Contrary to what some believe, Creavalo’s products aren’t only made from denim.
“I don’t know why a lot of people think we only do jeans. Maybe because it was the first thing we tried. But we also work with sheets, towels, textile production scraps, and even advertising banners… a lot of types of textile.”
“I don’t know why a lot of people think we only do jeans. Maybe because it was the first thing we tried. But we also work with sheets, towels, textile production scraps, and even advertising banners… a lot of types of textile.”
The products aren’t wallpaper, they’re molded panels.
“We shred the textile, mix it with agglutinant: 90% waste, 10% binder and put it into aluminum molds. Once the product ends its life, we can shred it again and reintroduce it in the process. It’s simple, but very difficult at the same time.”
“We shred the textile, mix it with agglutinant: 90% waste, 10% binder and put it into aluminum molds. Once the product ends its life, we can shred it again and reintroduce it in the process. It’s simple, but very difficult at the same time.”
The design of their panels balances aesthetics with purpose.
“The goal was to maintain the essence of a chair in its open form while enabling the wellness function with minimal material usage and maximum performance,” Joan explained, referencing the principles behind their shapes. “You can see the collection on our website. It’s called Manhattan. We have different shapes, different colors, and the purpose is decoration and acoustic.”
“The goal was to maintain the essence of a chair in its open form while enabling the wellness function with minimal material usage and maximum performance,” Joan explained, referencing the principles behind their shapes. “You can see the collection on our website. It’s called Manhattan. We have different shapes, different colors, and the purpose is decoration and acoustic.”
Their work is collaborative, both internally and externally.
“Our architect partner designs things for us, and we also work with external designers who are interested in this kind of project.”
“Our architect partner designs things for us, and we also work with external designers who are interested in this kind of project.”
For sourcing, they partnered with specialized waste-handling companies. “We work with companies specialized in moving and treating waste. The textile must be clean. [By] clean, I mean no buttons, no metallic things, and it has to come in the same way every time. If sometimes it comes with polyester and other times with cotton, that’s tricky for us. The composition needs to be consistent.”
The focus is on industrial waste, not post-consumer clothes.
“We are working with a higher quantity of textile. A lot comes from production processes like sheets being cut and you can’t imagine the amount that goes to the rubbish. We’re trying to focus on textile waste that has no use, that 100% goes to landfill.”
“We are working with a higher quantity of textile. A lot comes from production processes like sheets being cut and you can’t imagine the amount that goes to the rubbish. We’re trying to focus on textile waste that has no use, that 100% goes to landfill.”
Working with waste means embracing uniqueness.
“We are never going to have two pieces exactly the same. That’s not a bad thing, but customers have to be aware of it.” In fact, it’s a selling point. “You can say: I’m the only one who has this in the world.”
“We are never going to have two pieces exactly the same. That’s not a bad thing, but customers have to be aware of it.” In fact, it’s a selling point. “You can say: I’m the only one who has this in the world.”
Joan also points out a common misconception about sustainability.
“People think that when a clothing company says, ‘we’re using textile waste to produce this t-shirt,’ that there’s a high percentage of textile waste in it, but the problem is that there is not… That’s why we’re trying to create processes that really use a lot of waste.”
“People think that when a clothing company says, ‘we’re using textile waste to produce this t-shirt,’ that there’s a high percentage of textile waste in it, but the problem is that there is not… That’s why we’re trying to create processes that really use a lot of waste.”
💡 Did You Know? 💡
Only 1% of clothing worldwide is recycled into new garments, despite increasing awareness about fashion waste.
Creavalo goes beyond greenwashing. Their commitment to using a high percentage of actual textile waste shows that sustainability must be built into the system, not added as a label.
So what makes Creavalo different?
“We believe that we are real. We built this company with the idea that we are going to do something real. Obviously, selling is important, but we really believe that what we’re doing is good for everyone.”
“We believe that we are real. We built this company with the idea that we are going to do something real. Obviously, selling is important, but we really believe that what we’re doing is good for everyone.”
Quality is a focus.
“Sometimes the product is not as good as it should be, so we shred it and we create another one. We do this through internal processes, and we try to have it as controlled as possible.”
“Sometimes the product is not as good as it should be, so we shred it and we create another one. We do this through internal processes, and we try to have it as controlled as possible.”
Joan doesn’t believe sustainability should ever be called a trend.
“In sustainability, we do not like to talk about trend. It should be something mandatory. Not just by law, but in the mindset of the consumer.”
“In sustainability, we do not like to talk about trend. It should be something mandatory. Not just by law, but in the mindset of the consumer.”
For transformation to truly happen, companies alone aren't enough.
“Maybe the consumer is the one that should change. If the consumer starts demanding something else, the industry will change. If people ask for products like Creavalo, 100 companies will appear.”
“Maybe the consumer is the one that should change. If the consumer starts demanding something else, the industry will change. If people ask for products like Creavalo, 100 companies will appear.”
Looking ahead, innovation is non-negotiable.
“We are always trying to innovate. What we are doing now is kind of innovative, but there will be a time when it’s not." They are already working on improving their materials further, focusing on replacing their current synthetic binder with a fully natural, bio-based solution.
“We are always trying to innovate. What we are doing now is kind of innovative, but there will be a time when it’s not." They are already working on improving their materials further, focusing on replacing their current synthetic binder with a fully natural, bio-based solution.
Joan’s approach reminds us that true innovation means anticipating your own obsolescence. Building sustainable systems isn’t about protecting today’s solution, it’s about preparing to evolve before the market demands it.
For young creatives, his advice is simple:
“Be passionate about what you do. Don’t implement sustainability if you don’t believe in it. Do passion.”
“Be passionate about what you do. Don’t implement sustainability if you don’t believe in it. Do passion.”
For companies already established, the sustainability journey requires patience and persistence. “Hopefully sustainability is the future, so they should implement it in small steps…”
His vision for the future of Creavalo is clear:
“To be recognized as a leader in the creation of products based on textile waste. So when someone hears about Creavalo, they say: oh, they’re the ones that recycle textile waste and create great things.”
“To be recognized as a leader in the creation of products based on textile waste. So when someone hears about Creavalo, they say: oh, they’re the ones that recycle textile waste and create great things.”
Joan’s commitment goes beyond growing Creavalo. He welcomes the idea of more companies entering the space. “There’s a lot of textile waste. Our main goal is to get rid of that waste and we cannot do that alone.”
Because for Creavalo, sustainability is not a competitive advantage. It’s a shared mission.
Because for Creavalo, sustainability is not a competitive advantage. It’s a shared mission.
Joan believes that real impact is collective, not competitive. For Creavalo, success means inspiring others to act, even if it leads to new competitors, because systemic change only happens when many hands work together.
For him, real success means seeing sustainability spread across the industry. Creavalo is proof that innovation and impact can go hand in hand. It’s not just about creating products…
And in a world that urgently needs new solutions, Joan’s message is simple:
Start small, but start.
And in a world that urgently needs new solutions, Joan’s message is simple:
Start small, but start.
Thread of Thought
A reflection by Karla Basselier, CEO of Fedustria
When we talk about circularity, we often talk about ambition. Vision. Innovation. And yes—there are plenty of all three across Europe’s textile and wood industries. But ambition, on its own, does not create markets. Innovation, on its own, does not create new products and new markets.
That disconnect is becoming more visible by the day.
Our member companies are already leading the charge in circular innovation. They are:
– Redesigning products to enable repair, reuse and recyclability
– Investing in technologies for closed-loop textile recycling, where recycled fibres are reused in equivalent-quality products
– Developing new business models to support product longevity and resource efficiency
– Investing in technologies for closed-loop textile recycling, where recycled fibres are reused in equivalent-quality products
– Developing new business models to support product longevity and resource efficiency
But this momentum is under threat — not due to lack of ambition, but because the economic reality and regulatory framework lag behind.
The missing link is a viable market.
Consumers are still reluctant to pay a premium for truly circular products.
Major fashion retailers hesitate to integrate recycled fibres in mainstream collections. End of waste criteria are too complex and no harmonization exists on EU level.
As a result, there is not yet a business case for scaling up recyclable, repairable, and reusable products — nor for large-scale investment in next-gen recycling technologies.Across Europe, we see initiatives like Creavalo in Valencia, which transforms textile waste into high-quality acoustic and decorative panels. They source locally, process locally, and embed circularity into every layer of their product design. It’s a clear example of what we say we want: a company turning waste into value, grounded in short supply chains and smart material use. Without legal clarity, without incentives, and without industrial pathways for reuse, the business case remains fragile.
Major fashion retailers hesitate to integrate recycled fibres in mainstream collections. End of waste criteria are too complex and no harmonization exists on EU level.
As a result, there is not yet a business case for scaling up recyclable, repairable, and reusable products — nor for large-scale investment in next-gen recycling technologies.Across Europe, we see initiatives like Creavalo in Valencia, which transforms textile waste into high-quality acoustic and decorative panels. They source locally, process locally, and embed circularity into every layer of their product design. It’s a clear example of what we say we want: a company turning waste into value, grounded in short supply chains and smart material use. Without legal clarity, without incentives, and without industrial pathways for reuse, the business case remains fragile.
That is why the upcoming Circular Economy Act matters so much. Not as a distant goal, but as a near-term necessity.
To support innovation and drive investment, the EU must:
– Establish EU-wide End-of-Waste criteria
Without clear and harmonised standards, materials that are technically recyclable remain legally “waste.” This legal uncertainty blocks cross-border trade and prevents scaling up industrial recycling efforts.
Without clear and harmonised standards, materials that are technically recyclable remain legally “waste.” This legal uncertainty blocks cross-border trade and prevents scaling up industrial recycling efforts.
– Create real market demand
We need clear targets that stimulate the uptake of recycled fibres across product categories. The CEA must also include mechanisms to incentivise sustainable purchasing and discourage unsustainable consumption patterns.
We need clear targets that stimulate the uptake of recycled fibres across product categories. The CEA must also include mechanisms to incentivise sustainable purchasing and discourage unsustainable consumption patterns.
– Guarantee investment security
The EU should provide legislative clarity that reassures companies: their investments in circular technologies will be viable long-term. This means reducing legal risk and avoiding regulatory fragmentation across Member States.
The EU should provide legislative clarity that reassures companies: their investments in circular technologies will be viable long-term. This means reducing legal risk and avoiding regulatory fragmentation across Member States.
– Enforce stronger market surveillance
Europe must take firm action against imported products that fail to meet EU environmental and product safety standards. Without effective enforcement, European circular producers are undercut by lower-quality, non-compliant imports — undermining both public health and green industrial goals.
Europe must take firm action against imported products that fail to meet EU environmental and product safety standards. Without effective enforcement, European circular producers are undercut by lower-quality, non-compliant imports — undermining both public health and green industrial goals.
Time is of the essence.
European industry is asking Brussels to speed up. We don’t need more vision — we need swift, enforceable rules that support a circular market with a level playing field.
European industry is asking Brussels to speed up. We don’t need more vision — we need swift, enforceable rules that support a circular market with a level playing field.
Let’s move from stop-and-go to full-speed circularity with a clear business case for our companies.
