INTERVIEW: Armedangels

ARMEDANGELS fighting for the environment

Have you ever thought about the consequences of the simple actions you make on a daily basis? Normal things like wearing your jeans, finally getting your online shopping delivered or throwing away a plastic bottle? It may be hard to realize how each and every little thing we do may have an impact on us and the environment. Here is where Armedangels comes into play. This German brand with an expressive name, brings cool clothes with a conscious soul, to life. The concept behind it is quite straightforward: sustainable fashion can be very fashionable, and reasonably priced too! Everything made by Armedangels comes from a thorough research and is kind to our planet and to us. The

denim collection, for instance, focuses on eliminating harmful chemicals (for our skin and the environment) in the colouring, while also providing a full range of fits and styles for all shapes and tastes. All the fabrics used throughout the range are eco-friendly and innovative coming from wood, recycled plastic and organic cotton only to name a few. Even the packaging is not your average carton box, it is in fact made from grass, a material that uses considerably less water and produces far less CO2 than wood. To go more in depth of the beautiful work this brand is doing, we asked them directly to tell us.

The name Armedangels is for sure an evocative one, why did you pick it and what does it mean exactly?

The name ARMEDANGELS pretty much sums up what we stand for. The name symbolizes a sort of „Robin Hood“ for the textile industry. An armed angel fighting against the injustices and conditions of an industry that needs revolutionary change…

The brand was founded in 2007 with an initial range of printed t-shirt, fast forward eleven years Armedangels features a total look for women, men and kids. How did everything unfold? Did you plan from the start this kind of development?

Back then, Martin (Founder and CEO) and his Co-Founder didn’t even necessarily want to go into fashion. In the beginning, T-Shirts were the only idea they felt confident in and that they would be able to realize. When they heard about the conditions in the textile industry and how hard it really is to get your hands on fairly produced T-Shirts from sustainable materials - they were shocked. This was the moment they decided to change the game and make a difference. In 2007 ARMEDANGELS was born. Today we can proudly call ourselves one of the biggest ECO & FAIR fashion labels in Europe. With a team of 80 people and four collections a year, we prove each day that sustainability and great product design do not exclude each other.

When scrolling through your online shop “Detox” is a recurrent word. Can you explain what this means to you and why it is important when it comes to clothes?

The textile industry is a dirty business. Denim is a dirty business. Almost 2 kg of chemicals are used to produce a pair of jeans the conventional way plus an average of 8,000 liters of water. These record-setting figures have a major impact on our environment – and on ourselves. That’s not an option for us. With our new denim campaign, we want to raise awareness and show that fashion can be done differently. Our solution: DetoxDenim.

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