Eco-Warriors of Fashion: How Armedangels is Changing the Game
- By Siems Luckwaldt
- ⏱️ 5 Mins Read
Activists Behind ArmedAngels Firm Emphasize: "A strong brand stance is essential in today's climate" - Brand founder advocates for influential companies: "Now is the perfect moment to establish businesses with character and convictions"
Back in 2007, when the terms "sustainability" and "Zero Waste" barely left the confines of their eco-warrior bubble, Martin Höfeler and Anton Jurina established Armedangels, a fashion line as progressive as their namesakes. And, no, Greta Thunberg wasn't even in kindergarten yet. Starting from T-shirts that drove charitable causes, Armedangels soon transformed into a crusade: a company with collections that aspired to disassociate itself from the foul practices of the industry. Jeans, notoriously problematic, received special attention from the duo. Armedangels revolutionized their production by shunning water waste, eliminating harmful dyes, and avoiding hazardous substances that jeopardized the health of workers.
From a daring eco-fashion trailblazer, Armedangels has since bloomed into an influential player. One of the leading "Eco & Fair Fashion" businesses in Germany, they boast a workforce of around 150 dedicated individuals. This year, as they celebrate their 18th anniversary, we catch up with Höfeler for a chat on the evolution and future of the brand, tackling a political climate that seems to be losing its green-tinted optimism. "But that's precisely why brands with a stance are needed," the 42-year-old asserts in Capital Interview.
- Fashion Pioneer
- Eco-Innovation
- Change Makers of Sustainable Fashion
Transforming the Fashion Industry
Armedangels firmly stands by its commitment to sustainability. Using certified organic and recycled materials, they prioritize the environment and health while earning some of the top certifications, such as GOTS, OEKO-TEX, and Fairtrade, and a BCorp certification. They believe in fair labor practices, gender equality, and celebrating diversity, as seen through their partnerships, collaborations, and inclusive workforce.
Forging the Path Ahead
Armedangels is not just making waves – they're making tides. They partner with organizations like the Clean Clothes Campaign and Fashion Revolution to drive change across the industry. Their ambitious goal: a transparent supply chain that utilizes platforms like TextileGenesis™ to ensure traceability and accountability. Engaging their community is another crucial aspect of their strategy. Armedangels has opened a boutique in Cologne, Germany, offering a platform for educating consumers about sustainable fashion practices.
The collaboration with Wikipedia goes beyond fashion – it aims to promote transparency and digital democracy by adopting an open-source approach to design and messaging. Working towards an industry that respects intellectual property while promoting transparency, Armedangels is leading the charge towards sustainable and ethical fashion. This is a brand ready to face the challenges and embrace the future head-on, no matter how green the zeitgeist may seem.
- In the quest for sustainable and ethical fashion, Armedangels continues to leverage science and innovative practices, seeking to earn tallies in finance through increased sales and reduced environmental impact, while fostering a lifestyle that promotes community policy grounded in environmental preservation.
- As a change maker in the fashion industry, Armedangels' business model prioritizes eco-innovation, collaborating with various organizations to drive transparency, enact fair labor practices, and champion diverse perspectives, all while transforming the industry and setting trends that merge fashion with a commitment to the environment.
