Armedangels

Social Fashion Company GmbH
Type of businessPrivate (GmbH)
FoundedJanuary 2007; 17 years ago (2007-01)
Headquarters
Cologne
,
Germany
Founder(s)Anton Jurina
Martin Höfeler
Key peopleMartin Hoefeler
IndustryClothing
Revenue€ 35 million
URLwww.armedangels.com

Armedangels (stylized as ARMEDANGELS) is a fashion label in Cologne, Germany that sells sustainable fashion products, mainly for a LOHAS demographic.[1] According to the company, they are attempting to change the perception of Eco-friendly clothing from being "hippy like" and not fashionable[1] to it being perceived as 'hip', 'chic' streetwear.[2] Furthermore, Armedangels aims to make a social statement about fashion and works exclusively with socially responsible companies that are certified being fair trade.[3] The main goal of their community is to raise awareness about the fashion industry and what they perceive injustices that arises as a result.[4] 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.[5]

History

The company was founded in January 2007 as Social Fashion Company GmbH by two friends, Anton Jurina and Martin Höfeler.[6] In 2009, the founders won the first ever Wirtschaftswoche Entrepreneur Competition (German language: Gründerwettbewerb der Wirtschaftswoche) for their business model.[7]

In 2020, Armedangels reported an annual turnover number of € 35 million.[8]

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.[9] Armedangels collaborates with three charity organizations: Pratham, Trinkwasserwald, and Viva con Agua.[10] The company used recycled synthetic fibers to produce non-biodegradable products.[11] Since 2022, the brand operates an integrated online secondhand shop which extends the lifetime of used items.[12]

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.[13] 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.[14]

For a special autumn campaign in 2024 the company worked together with actor Frederick Lau and the german singer Joy Denalane.[15]

References

  1. ^ a b "Die Sandale ist weg". Archived from the original on 4 February 2010. Retrieved March 3, 2010.
  2. ^ "The Fashion Revolution". Archived from the original on July 16, 2011. Retrieved March 15, 2010.
  3. ^ "German entrepreneurs successful with socially conscious firm". Retrieved March 3, 2010.
  4. ^ planetgreen.discovery.com (ed.). "Meet ethical fashion designer Anton Jurina of ARMEDANGELS". Retrieved March 3, 2010.
  5. ^ Dietl, K (March, 2008) "Das Web rettet die Welt (How the Web is saving the world)", Tomorrow, p. 19-21
  6. ^ "University of Cologne". March 28, 2010. Archived from the original on 2010-04-02.
  7. ^ "ARMEDANGELS: Der Knoten ist geplatzt". 9 April 2009. Archived from the original on 30 March 2010. Retrieved March 3, 2010.
  8. ^ "Business Insider: Wie Armedangels mit nachhaltiger Mode 35 Millionen Euro Umsatz macht". 17 January 2020. Retrieved July 7, 2021.
  9. ^ Koch, Hannes (15 June 2008). "Öko-Guerilla kämpft für die T-Shirt-Revolution". Der Spiegel. Archived from the original on 28 March 2010. Retrieved March 15, 2010.
  10. ^ "ARMEDANGELS". Archived from the original on July 8, 2011. Retrieved March 11, 2010.
  11. ^ "Unsere Mission". Retrieved January 17, 2023.
  12. ^ Rau, Luise (March 22, 2022). "Secondhand-Mode: Bei Armedangels kannst du jetzt auch gebrauchte Kleidung (ver)kaufen". UTOPIA.
  13. ^ "Cosma Shiva Hagen unterstützt ARMEDANGELS mit eigens designtem Fairtrade T-Shirt". Archived from the original on 25 February 2010. Retrieved March 3, 2010.
  14. ^ "Mode mit Tiefgang - Zusammen mit ihrem Mann Niklas Worgt hat Topmodel Eva Padberg für das Fairtrade-Label "ARMEDANGELS" designt". 21 June 2010. Archived from the original on 24 June 2010. Retrieved 24 June 2010.
  15. ^ GQ.de (2024-09-12). "Armedangels: Diese Stars unterstützen die DetoxDenim-Herbst-Kampagne". GQ Germany (in German). Retrieved 2024-11-12.