Who we are

I'm Eva, and I opened älva on December 22, 2006, in a small shop in Malasaña, Madrid, with a desire to offer a different perspective on childhood.

In these nearly twenty years, the neighborhood has changed a lot. That Malasaña of young artists is now a more touristy place and, unfortunately, with fewer residents. But I still believe that small businesses are the soul of a city. For those of us who choose to keep our doors open, resisting also means changing and adapting, without losing who we are.

älva is also a meeting point for those who visit Madrid. We share recommendations, favorite spots, and a look at the neighborhood from those of us who live it every day. A way to connect those who arrive with small businesses and the life that continues to give Malasaña its personality.

At älva, I select clothing, toys, and accessories from national and international brands with personality: colors without rules, fun prints, comfortable cuts, and useful and curious objects that I discover on my travels. Things I truly like and want to share with those looking for something special.

I believe in a childhood free from stereotypes, in clothes that last more than one season, and in the right to choose any color. Also in respect for those who make them: I reject child labor and prioritize brands that care for people and the planet.

älva continues to be a neighborhood store and also an online store, a way to reach further without ceasing to be here, in Malasaña. A space where all childhoods fit.

Madrid, October 2026