Armedangels
Germany
Armedangels is a sustainable fashion brand from Cologne, founded in 2007 by Anton Jurina and Martin Höfeler as Social Fashion Company GmbH. It sells women's and men's clothing, denim and accessories through its own online store, a Cologne store and selected retailers. It holds Fair Wear Leader status and is one of the best known eco fashion labels in Germany.
| Founded | 2007 |
|---|---|
| Founders | Anton Jurina, Martin Höfeler |
| Company | Social Fashion Company GmbH |
| Headquarters | Cologne, Germany |
| Revenue | 35 million euros (2020) |
| Rating | Fair Wear Leader |
| Website | armedangels.com |
What is Armedangels?
Armedangels is a German clothing brand that aims, in its own words, to make products people love that are the least harmful to the planet. Its range covers jeans, T-shirts, knitwear, sweatshirts, jackets, dresses, blouses, underwear and accessories for women and men.
History
The company was founded in January 2007 in Cologne as Social Fashion Company GmbH by two friends, Anton Jurina and Martin Höfeler. It began with organic T-shirts and grew into a full fashion collection. The business is privately held, and Martin Höfeler is listed among its key people. Wikipedia reports revenue of 35 million euros for 2020. Armedangels has received awards including the German Ecodesign Award and PETA Germany's Vegan Fashion Award, both in 2024.
Products and positioning
Armedangels is a mid-market brand that competes with mainstream fashion on design while emphasising certified materials and longevity. Highlights include:
- DETOXDENIM, its denim line, promoted in a campaign with Cara Delevingne
- Jeans in a wide range of fits
- Knitwear, tops and outerwear for women and men
- Re-Loved second hand pieces and a repair service
Business model and distribution
The brand sells through its own online store and through selected retailers, alongside a physical store in Cologne. It publishes impact reporting, including an Impact Report 2025, and displays Fair Wear Leader status, the highest rating of the Fair Wear Foundation's brand performance checks.
Why it matters
Armedangels is one of the most established sustainability focused fashion brands in the German speaking market. Its combination of e-commerce, wholesale and resale makes it a useful reference for how mid-market brands can integrate circular services into their core business. As regulation on textile waste, due diligence and product information tightens in the European Union, brands that already document materials and supplier conditions in published impact reports, as Armedangels does, are already used to that level of disclosure.
Frequently asked questions
Where is Armedangels from?
Armedangels is a German brand based in Cologne. It was founded there in 2007 by Anton Jurina and Martin Höfeler as Social Fashion Company GmbH. It has a store in Cologne and sells online across Europe.
Is Armedangels sustainable?
Armedangels positions itself as a sustainable brand that uses certified materials and offers repair and second hand services. It displays Fair Wear Leader status and publishes impact reports. It has won awards including the German Ecodesign Award in 2024.