Armedangels – the German brand expanding beyond its home market

Armedangels is a Cologne-based fashion brand founded in 2007 by Anton Jurina and Martin Höfeler. Known for its DetoxDenim jeans and Iconic Å logo pieces, it positions itself around material innovation and supply chain transparency. On October 22, 2026, the brand opened its second company-owned store in Düsseldorf, following the opening of its first store in Cologne in May 2025. This came six months after its direct-to-consumer launch in the US. In October, its lyocell windbreaker was also named to Time’s Best Inventions 2026 list.

Brand History and Evolution

Armedangels began as an initiative selling T-shirts to support social projects. Höfeler remains CEO, while Christiane Bördner leads design as Creative Director. In 2025, the company generated turnover of 89.5 million euros and had 185 employees.

In May 2026, in response to a media inquiry about the company’s culture, Höfeler acknowledged gaps between its stated values and some employees’ experiences and took personal responsibility. His statement was published on May 28, 2026.

Key Success Factors and Material Innovation

Denim anchors the offer. The DetoxDenim line aims to reduce harmful chemicals and pesticides through alternative production and finishing processes, including ozone and laser technology. Cara Delevingne fronts the autumn/winter 2026 DetoxDenim campaign, launched on September 17.

Armedangels became the first brand globally to commercially launch a collection using SaXcell in spring 2025. The next-generation fibre is made from 30 percent recycled cotton textile waste and 70 percent FSC-certified wood pulp. The brand has since extended its use into denim. Its spring/summer 2026 windbreaker, developed with the Lenzing Group, Montebelo and Hermin Textile, is made from 100 percent Tencel Lyocell ripstop as an alternative to synthetic-fibre outerwear. The brand has also introduced a plastic-free bouclé knit combining Tencel Lyocell and RWS-certified wool. 99.23 percent of its materials are classified as preferred materials, and the company holds Fair Wear Foundation Leader status.

Product Range and Pricing

ARMEDANGELS offers womenswear and menswear across denim, trousers, knitwear, sweats and tops, with a new women’s activewear line launched in 2026.

Price range:

• Denim: from €119.90 for most washes of the Mairaa high-waist mom jeans to €149.90 for the Athenaas high-waist wide jeans.
• Tops: the Iconic Å Maarkos GMT Dye T-shirt at €59.90.
• Sweats: the Iconic Å Melange Hoodie at €119.90.
• Core denim therefore sits between approximately €120 and €150, depending on the style and wash.

Global Presence

The brand’s key markets are Germany, Austria, Switzerland, the Netherlands and France. In 2025, 44.5 percent of sales came through its webshop, 39.5 percent from wholesale, 15 percent from marketplaces and 1 percent from its own retail. It operates two own stores, in Cologne and Düsseldorf. Armedangels produces in Germany, Morocco, Portugal, Türkiye, Tunisia and Romania, and releases four collections a year. It presented its spring 2027 collection at Düsseldorf Fashion Days in July 2026.

Future Outlook

Following its US launch in April 2026, Armedangels plans to add further sales channels in the market but has not yet specified which. In retail, the Düsseldorf store builds on the Cologne concept, combining fashion, art, culture and community with an identity tied to the city. On the product side, the brand sees its windbreaker as a starting point for more outerwear without synthetic fibres, as part of a broader push to reduce reliance on virgin and fossil-based materials.

For more information, visit the brand page.