The Pioneering Spirit: A Conversation with Armedangels Co-Founder Martin Höfeler
- Interview by Siems Luckwaldt
- Approx 5 Min Read
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When Martin Höfeler and Anton Jurina founded Armedangels in 2007, the term "sustainability" was a whisper among a small group of dedicated activists and scientists. Greta Thunberg was still in kindergarten, but the duo's mission was clear: create fashion without the harmful practices synonymous with the industry.
What began with T-shirts funding charitable causes soon grew into a company committed to producing collections without pollution, choosing jeans as the initial focus. Armedangels broke the mold by foregoing water waste, harmful dyes, and exploitative practices that impacted textile workers' health.
Today, Armedangels stands as a trailblazer in stylish "eco-fashion," serving as one of Germany's largest "Eco & Fair Fashion" companies, employing around 150 individuals. As the brand celebrates its 18th anniversary, we sat down with co-founder Martin Höfeler to discuss sustainability and the fashion industry's shift in consciousness.
- Sustainable Fashion
- Fashion Innovation
- Fashion Industry Evolution
Höfeler notes that recent years have seen a decline in political enthusiasm for change and optimism, especially in the wake of the COVID-19 pandemic. However, he insists that this uncertainty underscores the importance of brands with a strong stance more than ever.
"We need brands that challenge the status quo," Höfeler explains. "Fashion matters. It affects our planet and people. We bear responsibility for making a difference."
The Armedangels Story
Armedangels' story began with a simple vision: use fashion as a force for good. Over the years, the brand has expanded its mission, integrating sustainability into every part of its business model. Material innovation, ethical production, and community engagement have become touchstones of the Armedangels brand.
Recent collections are crafted from up to 100% recycled materials, setting an example for sustainable fashion. In addition, Armedangels emphasizes fair labor practices and safe working conditions throughout its supply chain.
Collaborative Partnerships and Advocacy
Armedangels is not solely focused on its products. The brand regularly teams up with organizations committed to the same values, such as the Wikimedia Foundation. A recent collaboration resulted in a streetwear collection, with proceeds supporting Wikipedia and the pursuit of free information.
Sustainable Fashion Leadership
Armedangels has become a leader in sustainable fashion, frequently showcasing environmental and social responsibility in its products and marketing. Its limited-edition collaborations capture the hearts of conscious consumers, bridging activism and style.
Armedangels has influenced the industry by demonstrating that sustainability is far from a niche, but a viable and trendsetting approach. The brand's efforts contribute to reshaping industry standards, fostering greater transparency and accountability.
Key Moments in Armedangels' Journey
- Recent Collaboration: The Armedangels x Wikipedia collection is an ode to sustainability, featuring 100% recycled materials and contributions to Wikipedia.
- Armedangels Brand Values: Höfeler succinctly summarizes Armedangels' philosophy: "Fashion has an impact. We take responsibility."
In essence, Armedangels has grown from a pioneering sustainable label to a champion of ethical fashion, shaping both consumers and industry peers. The brand continues to serve as a catalyst for positive change, pushing the fashion world to embrace sustainability wholeheartedly.
- Martin Höfeler, co-founder of Armedangels, emphasizes the importance of fashion brands with a strong stance on sustainability, as recent years have seen a decline in political enthusiasm for change and optimism.
- Armedangels has become a leader in sustainable environmental-science, integrating sustainability into every part of its business model, from material innovation to ethical production and community engagement.
- Armedangels' collaborative partnerships with organizations committed to the same values have not only expanded its environmental impact, but have also showcased its commitment to lifestyle choices and business practices that prioritize the well-being of people and the planet.
