A Green Pioneer in the Fashion World: How Armedangels is Making a Difference
Business pioneers behind Armedangels firm boldly assert: "In these current times, we necessitate brands exhibiting firm principles." - Founder of Armedangels advocates for fashion labels with strong personalities: "Current situation calls for brands with character"
By Siems Luckwaldt* ~5 Min Read
In 2007, two visionary businessmen, Martin Höfeler and Anton Jurina, embarked on an ambitious mission in Cologne: to create their own "fashion thing," birthing the brand known as Armedangels. Sustainability and Zero Waste were barely on anyone's radar, and Greta Thunberg was still a kindergartener. What began as a venture supporting charitable causes with T-shirt sales swiftly evolved into a company that aimed to revolutionize the fashion industry by producing collections without the harmful practices that plague it.
Now, one of the pioneers of popular "eco-fashion," Armedangels stands as a respected and innovative force within the industry, boasting over 150 employees and becoming one of Germany's largest "Eco & Fair Fashion" companies [1]. On the occasion of its 18th anniversary, we sat down with Höfeler to discuss their journey, balance, and outlook. The political climate, particularly in the U.S., seems to have lost some of its "green" fervor and optimism. However, according to the 42-year-old, "That's exactly why brands need a standpoint" [2].
Championing Change
Armedangels has made a name for itself by utilizing only organic and recycled materials, such as organic cotton and GRS-certified recycled materials. The brand prides itself on avoiding toxic chemicals in its products [1][2][5]. Armedangels boasts several prestigious certifications, including Global Organic Textile Standard (GOTS), OEKO-TEX, Fairtrade, and BCorp certification, demonstrating its unwavering commitment to social and environmental responsibility [1][5].
The brand takes transparency to the next level by openly disclosing its environmental footprint online. This transparency empowers consumers to make informed decisions about their purchasing power [1]. Armedangels not only reinvests part of its profits into initiatives like reforestation programs and garment workers' rights support but also strives to uplift the communities in which it operates [1].
A Sustainable Road Ahead
As Armedangels navigates the future of sustainable fashion, several factors bode well for its continued success:
- Leadership in Sustainability: Armedangels' dedication to sustainability certifications and its involvement in initiatives like the Armedangels Organic Farmers Association positions it as a leader in the industry [5].
- Innovative Supply Chain Management: By adopting digital traceability tools like TextileGenesis™, Armedangels increases the transparency of its supply chain, ensuring that materials are sourced responsibly [5].
- Broadening Impact: By partnering with NGOs and investing in social justice initiatives, Armedangels expands its impact beyond the fashion industry [1].
- Rising Consumer Demand: As consumers increasingly prioritize sustainability, companies like Armedangels that offer both style and conscience are poised to attract more customers, strengthening their position in the market [2][5].
Overall, Armedangels' unwavering commitment to environmental responsibility and social justice positions it as a trailblazer in the sustainable fashion space. The brand is prepared to continue growing and inspiring change in the global fashion industry.
- In line with their commitment to sustainability, Armedangels' environmental policy ensures that their collections are produced without harmful practices, utilizing organic and recycled materials like organic cotton and GRS-certified recycled materials, while also avoiding toxic chemicals.
- As a part of their business model, Armedangels actively takes steps to uplift communities and invest in initiatives like reforestation programs and garment workers' rights support, demonstrating their dedication not only to the environment but also to the lifestyle and financial well-being of their stakeholders.
