Armedangels, the German fashion brand founded in 2007, is committed to promoting an alternative business model in fashion. The company believes in the importance to produce fashion, for instance, by paying fair salaries to this industry’s workers and avoiding the overuse of chemicals and offering cheap mass-produced goods.
Among its different initiatives, it recently held its Green Week, a counter-model of Black Friday.
As part of the project, the label from Cologne donated €10 per each order it received within the same week of Black Friday, differently from many other brands focused on practices like discounting and pushing consumption.
As a result it collected a total amount of €130,000 that directly supports the farmers of Armedangels Organic Farmers Association in their conversion from conventional to organic cotton.
"Total renunciation is not realistic in our society. It is much more important to consume consciously. That's why we are so pleased that the Green Friday campaign was so well received in our community. The more people understand our vision, the more we can achieve," says Martin Höfeler, founder and managing director, Armedangels.
The installation of a drip irrigation system on one hectare of land costs approximately €2,400, and thanks to the donation, an estimated 50 hectares (500,000 sq. meters) of agricultural land can be supplied by farmers.
The Armedangels Organic Farmers Association was founded in 2018 by the German fashion label together with its Indian partner Suminter. Since then the association has helped an area of land that can be compared to the extension of 1,316 soccer fields to convert from conventional agriculture to organic and regenerative cotton cultivation.
"We love denim. There is no other garment that the longer you wear it the more customized, unique and sustainable it becomes," said Sara Maier, product manager denim, Armedangels.