ARMEDANGELS

ARMEDANGELS is a German sustainable fashion label headquartered in Cologne. It was established in January 2007 by Anton Jurina and Martin Höfeler under the legal name Social Fashion Company GmbH. From its beginning, the business positioned clothing as a vehicle for social and environmental responsibility rather than treating sustainability as a limited product attribute. Its model has centered on certified fibers, responsible manufacturing, supply-chain visibility, and labor standards intended to improve conditions for workers involved in apparel production. The brand developed from a purpose-led start-up into a European fashion business selling through its own online store and selected retail partners. Its assortment has included casual clothing and wardrobe staples for women and men, as well as accessories, with product development emphasizing materials such as organic cotton and other lower-impact or certified alternatives. Denim, T-shirts, knitwear, outerwear, and vegan fashion products have formed part of its recognizable commercial offer. The label's positioning combines contemporary everyday design with a sustainability proposition aimed at consumers seeking alternatives to conventional fast fashion. ARMEDANGELS gained early external recognition in 2009, when its founders won the first Wirtschaftswoche Entrepreneur Competition for the business model. The company subsequently expanded its European presence and used public communications, partnerships, and capsule collections to connect apparel with broader social and political issues. Collaborations have included projects with other responsible-fashion labels, designers, artists, performers, and charitable organizations. These activities have helped the brand communicate themes including ethical consumption, civic participation, and refugee safety. The company reported annual turnover of €35 million for 2020, according to the cited Wikipedia reference. In 2021, it received recognition from the Thomson Reuters Foundation's Stop Slavery Award for ethical sourcing and labor policies. More recently, ARMEDANGELS has pursued circular and vegan product innovation: its Sleep ’til Infinna pajama set received a German Ecodesign Award in 2024, while the Paulilaa Lino Heavy Blazer received PETA Germany's Vegan Fashion Award for Best Vegan Blazer in the same year. In 2025, a Democracy capsule created with artist Eike König linked sales activity to voter-participation initiatives, and a limited-edition T-shirt made with SOS Humanity and artist GABE supported awareness of refugee safety and the organization's rescue work in the Mediterranean. ARMEDANGELS remains an independent, unlisted fashion brand in the available reference material. Its central differentiation is the integration of sustainability, ethical sourcing, and social messaging into product development and brand communications. The available sources do not establish a current chief executive, ownership structure, exact employee count, or a complete geographic market list.

ARMEDANGELS began in January 2007 in Germany as Social Fashion Company GmbH, founded by Anton Jurina and Martin Höfeler. The founders sought to create a fashion company whose commercial activity was tied to social and environmental standards. Rather than presenting ethical production as a small charitable add-on, the business made responsible sourcing and product materials central to its brand identity. The label's early proposition focused on apparel produced with certified materials, fair labor expectations, and greater visibility into the supply chain. Organic cotton became one of the best-known elements of its offer, while the wider model incorporated additional lower-impact and certified fibers as the assortment expanded. The resulting product range was directed at everyday fashion consumers and included casualwear, denim, knitwear, outerwear, and accessories for women and men. In 2009, Jurina and Höfeler won the first Wirtschaftswoche Entrepreneur Competition for their business model. This recognition helped establish ARMEDANGELS as an example of purpose-driven entrepreneurship in the German fashion sector. The label later expanded beyond its domestic base through its own e-commerce operation and selected retail partners across Europe. Its growth was accompanied by a continuing emphasis on responsible production and communications about social and environmental concerns. The company also developed its identity through collaborations. It worked with fashion labels and sustainability-oriented partners including Kuyichi, Terra Plana, Stewart & Brown, Fresh Cuts, and KnowledgeCotton Apparel. At the end of 2009, German actress Cosma Shiva Hagen collaborated with the label. In June 2010, model Eva Padberg and her husband Niklas Worgt designed the Two Hearts - One Rhythm T-shirt. These projects connected the brand with public figures and other organizations while extending its message beyond standard seasonal product releases. ARMEDANGELS continued to receive recognition for its sourcing and labor approach. The Thomson Reuters Foundation's Stop Slavery Award recognized the company in 2021 for ethical sourcing and labor policies. The cited reference also reports €35 million in annual turnover for 2020, although the available material does not provide a complete financial series or clarify the accounting basis beyond that figure. In the 2020s, product innovation and public-interest partnerships became more visible parts of the label's activity. In 2024, its Sleep ’til Infinna pajama set won the German Ecodesign Award for circular product innovation. The Paulilaa Lino Heavy Blazer received PETA Germany's Vegan Fashion Award for Best Vegan Blazer. ARMEDANGELS also worked with actor Frederick Lau and singer Joy Denalane on a special autumn campaign in 2024. In 2025, artist Eike König collaborated with ARMEDANGELS on the Democracy capsule collection, which sought to encourage civic participation and directed profits toward voter-participation campaigns. The company also produced a limited-edition T-shirt with SOS Humanity and artist GABE. That initiative addressed refugee safety in the Mediterranean and directed proceeds to SOS Humanity's rescue activities. These campaigns illustrate the brand's effort to connect apparel sales with public issues while preserving its core focus on responsible fashion. The available sources identify ARMEDANGELS as a Cologne-based, active, unlisted European fashion label. They do not provide sufficiently current information to name its present executive leadership, ownership, parent company, employee base, or full distribution footprint.

• 2025

  Democracy capsule and SOS Humanity initiative

  [1]Armedangelsen.wikipedia.org

  The brand launches a civic-engagement capsule with Eike König and a separate SOS Humanity T-shirt project supporting refugee-safety awareness and rescue efforts.

• 2024

  Circular and vegan-fashion awards

  [1]Armedangelsen.wikipedia.org

  The Sleep ’til Infinna pajama set receives a German Ecodesign Award, while the Paulilaa Lino Heavy Blazer wins PETA Germany's Best Vegan Blazer award.

• 2021

  Stop Slavery Award recognition

  [1]Armedangelsen.wikipedia.org

  The Thomson Reuters Foundation recognizes ARMEDANGELS for ethical sourcing and labor policies.

• 2010

  Two Hearts - One Rhythm collaboration

  [1]Armedangelsen.wikipedia.org

  Eva Padberg and Niklas Worgt collaborate with the label on a T-shirt project.

• 2009

  Wirtschaftswoche Entrepreneur Competition

  [1]Armedangelsen.wikipedia.org

  The founders win the first edition of the German Wirtschaftswoche Entrepreneur Competition for their business model.

• 2007

  Company founded in Cologne

  [1]Armedangelsen.wikipedia.org

  Anton Jurina and Martin Höfeler establish Social Fashion Company GmbH, the company behind ARMEDANGELS.

Sustainable and socially responsible contemporary fashion, with an emphasis on certified materials, ethical sourcing, transparent supply chains, and fair labor standards.

• Tops

  Organic-cotton T-shirts

  T-shirts are a core part of the label's everyday apparel offer. ARMEDANGELS has associated this category with organic and other certified materials, responsible manufacturing, and graphic or collaborative designs used to communicate social themes.

• Denim

  Denim and jeans

  The brand's denim offer extends its sustainability positioning into a resource-intensive fashion category. Jeans and related denim garments are presented as contemporary wardrobe staples within a broader approach focused on material standards and supply-chain responsibility.

• Knitwear

  Knitwear

  Knitwear forms part of ARMEDANGELS' seasonal apparel assortment for everyday wardrobes. The category supports the label's combination of understated contemporary clothing and material-conscious production, although the available reference does not identify specific knitwear models or launch dates.

• Sleepwear · 2024

  Sleep ’til Infinna pajama set

  This pajama set was recognized in 2024 with a German Ecodesign Award for circular product innovation. The award made it one of the clearest examples of ARMEDANGELS' attempt to apply circular-design thinking to a specific commercial product.

• Blazers · 2024

  Paulilaa Lino Heavy Blazer

  The Paulilaa Lino Heavy Blazer received PETA Germany's Vegan Fashion Award for Best Vegan Blazer in 2024. Its recognition reflects the brand's participation in plant-based and animal-free fashion as part of its wider responsible-materials strategy.

• 2025Democracy capsule

  Europe

  Artist Eike König collaborated with ARMEDANGELS on a capsule collection designed to encourage civic engagement.

  Outcome. Profits supported voter-participation campaigns.

  Source
• 2025SOS Humanity and GABE T-shirt

  Europe

  ARMEDANGELS, SOS Humanity, and artist GABE created a limited-edition T-shirt addressing refugee safety in the Mediterranean.

  Outcome. Proceeds supported SOS Humanity's rescue efforts.

  Source
• 2024Autumn campaign with Frederick Lau and Joy Denalane

  Germany

  The brand worked with actor Frederick Lau and singer Joy Denalane on a special autumn campaign.

  Outcome. The available reference does not report campaign performance.

  Source
• 2010Two Hearts - One Rhythm

  Germany · Europe

  Eva Padberg and Niklas Worgt designed a collaborative T-shirt for ARMEDANGELS, sold through the brand's online channel.

  Outcome. The product was offered online; no sales figures are provided.

  Source
• 2009Cosma Shiva Hagen collaboration

  Germany

  At the end of 2009, ARMEDANGELS began a collaboration with German actress Cosma Shiva Hagen, extending the label's public-facing partnership model.

  Outcome. The available reference does not quantify commercial results.

  Source

• 2025

  Link capsule collections to civic and humanitarian causesStrategy

  Background

  The brand used collaborations to connect product activity with public-interest issues beyond environmental sourcing.

  Action taken

  ARMEDANGELS launched the Democracy capsule with Eike König and a separate SOS Humanity project with artist GABE.

  Aftermath

  The Democracy collection directed profits toward voter-participation campaigns, while the SOS Humanity T-shirt supported rescue efforts.

  Source

• 2007

  Build a fashion label around responsible productionStrategy

  Background

  The founders created the company in response to concerns about conventional fashion production and sought to make social and environmental standards central to the business model.

  Action taken

  The company emphasized certified materials, fair labor standards, and supply-chain transparency while developing a consumer fashion assortment.

  Aftermath

  The model developed into a European fashion label distributed through e-commerce and selected retailers.

  Source

1. 1Armedangelsen.wikipedia.org
2. 2ARMEDANGELS official websitearmedangels.com