- Source: Armedangels
Armedangels (stylized as ARMEDANGELS) is a fashion label in Cologne, Germany that sells sustainable fashion products, mainly for a LOHAS demographic. According to the company, they are attempting to change the perception of Eco-friendly clothing from being "hippy like" and not fashionable to it being perceived as 'hip', 'chic' streetwear. Furthermore, Armedangels aims to make a social statement about fashion and works exclusively with socially responsible companies that are certified being fair trade. The main goal of their community is to raise awareness about the fashion industry and what they perceive injustices that arises as a result. One writer referred to Armedangels as being "eco warriors in the process of saving the world", who contribute alongside like-minded people including celebrities such as Natalie Portman, Leonardo DiCaprio and Al Gore.
History
The company was founded in January 2007 as Social Fashion Company GmbH by two friends, Anton Jurina and Martin Höfeler. In 2009, the founders won the first ever Wirtschaftswoche Entrepreneur Competition (German language: Gründerwettbewerb der Wirtschaftswoche) for their business model.
In 2020, Armedangels reported an annual turnover number of € 35 million.
Philosophy
Armedangels uses organic cotton and avoid large shipping distances. The company has a strict policy of paying minimum wage to their farmers in India, and donate a euro of their profits from every article of clothing sold. Armedangels collaborates with three charity organizations: Pratham, Trinkwasserwald, and Viva con Agua. The company used recycled synthetic fibers to produce non-biodegradable products. Since 2022, the brand operates an integrated online secondhand shop which extends the lifetime of used items.
Collaborations
Armedangels partners with several other fashion labels such as: Kuyichi, Terra Plana, Stewart & Brown, Fresh Cuts and KnowledgeCotton Apparel. At the end of 2009, the label began a collaboration with German actress Cosma Shiva Hagen. In June 2010 the fashion label teamed up with German Top model Eva Padberg and her husband Niklas Worgt. They designed their own t-shirt "Two Hearts - One Rhythm" which is sold online.
For a special autumn campaign in 2024 the company worked together with actor Frederick Lau and the german singer Joy Denalane.
