Rockin' the Green Revolution: Armedangels Co-Founders Discuss Eco-Fashion's Impact on Sustainability
Written by Siems Luckwaldt
Convictional Brands Are Imperative in Current Times: Insight from ArmedAngels Founders - Founder of Armedangels voices opinion: "Present moment calls for establishing respectful, expressive brands"
Back in 2007, in a world less green than today, Martin Höfeler and Anton Jurina, two ambitious business students, took the plunge to launch their own fashion venture in Cologne – Armedangels. Buzzwords like "sustainability" and "Zero Waste" were seldom heard outside a small, dedicated community of activists and scientists. Greta Thunberg wouldn't grace the world stage with her passionate voice for another six years.
Beginning with T-shirts, funding causes close to their hearts, Armedangels has matured into a thriving fashion powerhouse, one of Germany's largest eco-friendly fashion brands, employing around 150 people. On the occasion of the company's 18th birthday this year, we caught up with Höfeler to dish on the journey, looking back and ahead. Amidst a political climate seemingly losing its luster for all things green, Höfeler stresses the urgent need for fearless fashion brands to make waves.
- Progressive Fashion Label
- Sustainable Change
- Fashion Revolutionaries
- Greenprint for the Future
Insights:
Evolution of Armedangels
The brand has traversed the ever-changing fashion landscape since its inception. As an early adopter of ethical and eco-friendly practices, Armedangels helped carve a niche for itself within the sustainable fashion sector.
2023 Collaboration with Wikipedia
Armedangels teamed up with the Wikimedia Foundation to produce a streetwear collection celebrating Wikipedia's 25th year. Comprised of 100% recycled materials, the collection demonstrates the brand's commitment to both sustainability and knowledge freedom. A proportion of its sales will be donated to the Wikimedia Foundation.
The Armedangels' Manifesto
With a mission to reshape the fashion industry, Armedangels aims to drive sustainable change by prioritizing recycled materials and ethical production practices. The brand also supports educational initiatives, striving to inspire changes in consumer behavior and industry practices whilst promoting global awareness.
- The co-founders of Armedangels, Martin Höfeler and Anton Jurina, initially launched their eco-friendly fashion brand in 2007, a time when sustainable and Zero Waste practices were unheard of except within a niche community of activists and environmental scientists.
- Recognizing the need for fearless fashion brands to make waves in a political climate that seems to be losing its focus on green initiatives, Höfeler emphasizes the importance of brands like Armedangels in driving sustainable change in the fashion industry.
- In line with their mission to reshape the fashion industry, Armedangels' collaboration with the Wikimedia Foundation in 2023, producing a streetwear collection made from 100% recycled materials, demonstrates their commitment to environmental-science and sustainable practices, while also promoting knowledge freedom.
