Green Chic Pioneers: Armedangels Co-Founders Stand Firm in a "Green Fatigue" World
- by Siems Luckwaldt
- 5 Min
Value-driven brand founders emphasize: "Particularly in these times, it's crucial to have brands with strong values" - Fashion entrepreneur emphasizes need for bold, assertive companies: "Now calls for the development of brands with audacity."
Back in 2007, when business students Martin Höfeler and Anton Jurina decided to launch their own fashion venture in Cologne, sustainability and zero waste were hardly buzzwords outside the close-knit circle of devoted activists and researchers. Greta Thunberg was still in elementary school. What started as a line of T-shirts supporting charities with profits soon bloomed into a sizable company, with collections produced without the environmentally harmful practices common in the industry. Particularly jeans, notorious for their toxic production methods, were overhauled to minimize water waste, eliminate toxic dyes, and avoid using harmful chemicals that could harm workers.
These savvy entrepreneurs were among the first wave of eco-friendly fashion pioneers, and Armedangels continues to set trends as an established yet dynamic player in the world of Eco & Fair Fashion. The company, now employing about 150 people, is one of the largest in Germany. As Armedangels celebrates its 18th anniversary this year, we talked to Höfeler about the challenges and opportunities ahead - an uncertain world where enthusiasm for sustainable design and a green future seems to be waning, at least in the U.S.
"But that's exactly why we need brands with convictions," says the 42-year-old Höfeler, reflecting a sense of optimism amidst the bleak political mood in the interview with Capital.
- Fashion Revolution
- Eco-Friendly fashion
- Startup Success Story
- Sustainable Practices
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Armedangels' commitment to sustainable fashion is reflected in their extensive use of certified organic and recycled materials, such as organic cotton and recycled cotton. With prestigious certifications like Global Organic Textile Standard (GOTS), OEKO-TEX, Fairtrade, and BCorp, Armedangels demonstrates its dedication to environmental and social responsibility[3][4].
Transparent Operations
Armedangels is known for its transparency, frankly disclosing its supply chains, pricing structures, and environmental impact. This candid approach empowers consumers to make more mindful purchasing decisions and contributes to the growth of accountable fashion practices[3].
Making a Social Impact
Beyond their ecological initiatives, Armedangels is actively involved in social efforts, such as supporting the Living Wage Project in Turkey to fight for fairer wages and gender equality in the workplace. The brand also collaborates with NGOs like the Clean Clothes Campaign and Fashion Revolution to promote industry reform[4].
Partnership for Change
A noteworthy collaboration is Armedangels' partnership with the Wikimedia Foundation, resulting in a collection of recycled-cotton garments. Proceeds from this collection support Wikipedia, embodying Armedangels' commitment to intellectual freedom and digital openness[2][5].
A Shining Future
Armedangels' latest move is the opening of its first brick-and-mortar store in Cologne, marking an expansion of its physical presence while remaining committed to sustainability[2]. The brand also continues to innovate by adopting digitally traceable supply chains using platforms like TextileGenesis™, ensuring higher levels of accountability and transparency in its production processes[4].
In the years ahead, Armedangels is expected to maintain its activist approach through compelling campaigns and collaborations, focusing on social justice and environmental issues. This will likely involve further partnerships with organizations sharing Armedangels' goal of harnessing fashion's power for positive change[3][5].
In a world that seems to be losing its appetite for sustainable fashion, Höfeler and his team remain steadfast in their mission. "We need brands that stick to their convictions," he says, demonstrating a commitment to continuing the fight for a greener, fairer fashion industry.
- In a world experiencing a perceived wane in enthusiasm for sustainable fashion, Armedangels, guided by the convictions of co-founder Martin Höfeler, continues to set trends and champion environmentally friendly practices in the business of Eco & Fair Fashion.
- Armedangels' commitment to the environment extends beyond their clothing line, as they partner with organizations like the Wikimedia Foundation to support intellectual freedom and digital openness, and collaborate with the Clean Clothes Campaign and Fashion Revolution to promote transparency and accountable fashion practices.
