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Type of business | Private (GmbH) |
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Founded | January 2007 |
Headquarters | , |
Founder(s) | Anton Jurina Martin Höfeler |
Key people | Martin Hoefeler |
Industry | Clothing |
Revenue | € 35 million |
URL | www |
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]
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]
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]
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]