Armedangels

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]

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

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]

However, Stiftung Warentest reported that armedangels pays fair prices for the cotton, but not for its processing. This is where the fair trade seal reaches its limits, as it only covers part of the chain.[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]

References
  1. "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". 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. "ZEIT ONLINE | Lesen Sie zeit.de mit Werbung oder im PUR-Abo. Sie haben die Wahl". www.zeit.de. Retrieved 2023-08-31.
  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". Archived from the original on 24 June 2010. Retrieved 24 June 2010.
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