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armedangels - Social. Fashion. Revolution.

12-12-2007 07:25 PM CET | Fashion, Lifestyle, Trends

Press release from: armedangels

/ PR Agency: sweet communication
armedangels founder: anton jurina (left) and martin höfeler

armedangels founder: anton jurina (left) and martin höfeler

The armedangels are here to shake things up. It’s a brand that takes a firm stance on production methods within the fashion industry. It’s a community that has its roots in the underground club scene. It’s a statement that injects new meaning into street fashion.

In the long history of fashion sub-culture, it has always been about being cool and different. What originated with surfing and skate boarding, continued into musical genres such as Hip-hop and Techno. Each scene gave rise to its own (fashion) brands. Functionality and lifestyle dictated their looks – looks that were initially nurtured through sheer passion before becoming part of the everyday fashion landscape. Current mainstream fashion contains a crazy crossover of similarities and differences between sub-cultural influences. However, now that everything is possible and everything has been tried, the driving force seems to be missing. These days, simply hanging out on West Coast beaches isn’t enough to inspire influential new labels.

armedangels is going much further than just announcing another hip new label. Their first collection defines the meaning of social fashion. armedangels is not about being a niche-cult; it’s a pioneering brand that unites high-quality design with an absolute rejection of child-labour, exploitation and environmental pollution. A certified FAIRTRADE supplier in Mauritius, who guarantees organic cotton and a fair purchase price for the cotton-growers, will manufacture all garments.

This truly ethical brand is getting involved with selected aid projects around the world. “From armedangels to Santa Cruz”, says the slogan on all products, announcing their first aid project - supporting schools in Santa Cruz, Bolivia. armedangels will donate three euros and thirty-three cents from every product sold to support this initiative. On the agenda for future action is Fugee frontman, Wyclef Jean’s extensive aid programme, “Yele”, in Port au Prince, Haiti. Also in the pipeline is a link-up with “Fight For Peace”, the Brazilian favela model championed by former boxer Luke Dowdey.

The first selection of international designers reflects the real spirit of the brand. Yoffy, the Californian pastel master is on board, as well as the Swiss graffiti artist, Sigi von Koeding, aka DARE, who has been active on the scene for twenty years. Joining these talented guys are up-and-coming designers Julien Akita; Thomas Ballester, alias tomontherock; and Julien Rivoire, the man behind Bastardgraphics in Paris. Their designs will be initially produced as a limited run of 2000 pieces. These artists support the armedangels vision through their designs and their explosive combination of great style and awesome attitude.

The armedangels brand first launches on the internet, then in 15 selected stores in Germany. In the second half of 2008, shops in Austria, Switzerland, France and Britain will stock the collection, which will be expanded to offer track jackets and bags. The website is the hub of communications and sales. It will showcase the current collection and offer a direct-sales webshop. The website offers up and coming designers the chance to send in their designs to armedangels, who will then post a selection on the site, and invite visitors to vote for their favourite designs with a click of their mouse. The ‘Style of the Month’ will be produced by armedangels and made available in the webshop. This gets the community completely involved in shaping the look of armedangels products.

Here is a brand ready for take-off! The electro-pioneers Kraftwerk once declared, “Music is a vehicle for ideas”. Just replace “music” with “fashion” and you’ve understood the core of the armedangels. They are all set to turn the fashion industry on its head.


sweet communication
Wittelsbacherstraße 17
80469 München
Tel. +49 (0)89 450 290-10
Fax +49 (0)89 450 290-15

About armedangels:

The new fashion label armedangels by the Social Fashion Company GmbH from Cologne (Germany) combines high-quality design with an absolute rejection of child-labour, exploitation, and environmental pollution.
A certified Fairtrade supplier in Mauritius, who guarantees organic cotton and a fair purchase price for the cotton-growers, manufactures all garments. armedangels connects style and attitude and thus starts the idea of „social fashion“. 3,33 Euro of each sold product are given to selected charity projects worldwide.

For more information please click

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