Armedangels Explained

Social Fashion Company GmbH
Company Type:Private (GmbH)
Location City:Cologne
Location Country:Germany
Founder:Anton Jurina
Martin Höfeler
Key People:Martin Hoefeler
Industry:Clothing
Revenue:€ 35 million

Armedangels (stylized as ARMEDANGELS) is a fashion label in Cologne, Germany that sells sustainable fashion products, mainly for a LOHAS demographic. 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]

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] Since 2022, the brand operates an integrated online secondhand shop which extends the lifetime of used items.[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]

Notes and References

  1. Web site: Die Sandale ist weg . March 3, 2010. https://web.archive.org/web/20100204211008/http://www.sueddeutsche.de/wirtschaft/73/421834/text/. 4 February 2010 . live.
  2. Web site: The Fashion Revolution . March 15, 2010 . dead . https://web.archive.org/web/20110716023356/http://www.atlantic-times.com/archive_detail.php?recordID=1383 . July 16, 2011 .
  3. Web site: German entrepreneurs successful with socially conscious firm . March 3, 2010.
  4. Web site: Meet ethical fashion designer Anton Jurina of ARMEDANGELS . planetgreen.discovery.com . 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. Web site: University of Cologne . March 28, 2010 . dead . https://web.archive.org/web/20100402095834/http://www.reinartz.uni-koeln.de/08/index.asp . 2010-04-02 .
  7. Web site: ARMEDANGELS: Der Knoten ist geplatzt . 9 April 2009 . March 3, 2010. https://web.archive.org/web/20100330025424/http://www.wiwo.de/karriere/armedangels-der-knoten-ist-geplatzt-393721/. 30 March 2010 . live.
  8. Web site: Business Insider: Wie Armedangels mit nachhaltiger Mode 35 Millionen Euro Umsatz macht. 17 January 2020 . July 7, 2021.
  9. News: Öko-Guerilla kämpft für die T-Shirt-Revolution . Der Spiegel . 15 June 2008 . March 15, 2010 . https://web.archive.org/web/20100328030752/http://www.spiegel.de/wirtschaft/0%2C1518%2C558064%2C00.html . 28 March 2010 . live . Koch . Hannes .
  10. Web site: ARMEDANGELS . https://web.archive.org/web/20110708135507/http://www.charliemary.com/index.php/Armedangels/ . dead . July 8, 2011 . March 11, 2010 .
  11. Web site: Unsere Mission . January 17, 2023 .
  12. Web site: Rau . Luise . March 22, 2022 . Secondhand-Mode: Bei Armedangels kannst du jetzt auch gebrauchte Kleidung (ver)kaufen . UTOPIA.
  13. Web site: Cosma Shiva Hagen unterstützt ARMEDANGELS mit eigens designtem Fairtrade T-Shirt . March 3, 2010. https://web.archive.org/web/20100225032914/http://www.gruenemode.com/2010/02/cosma-shiva-hagen-unterstutzt-armedangels-mit-eigens-designtem-fairtrade-t-shirt/. 25 February 2010 . live.
  14. Web site: Mode mit Tiefgang - Zusammen mit ihrem Mann Niklas Worgt hat Topmodel Eva Padberg für das Fairtrade-Label "ARMEDANGELS" designt. 21 June 2010 . 24 June 2010. https://web.archive.org/web/20100624220608/http://www.gala.de/beauty_fashion/fashion/110595/Eva-Padberg-armedangels-Mode-mit-Tiefgang.html. 24 June 2010 . live.

This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article "Armedangels".

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