With the new DetoxDenim autumn campaign, the Cologne label shows how the future can be shaped through conscious change. The campaign is a call to action, a symbol of hope and the unwavering belief that every individual has the power to make a difference.
EVERYONE CAN BE A CHANGEMAKER
ARMEDANGELS stands for the belief that everyone has the ability to bring about change – regardless of the extent. Joy Denalane and Frederick Lau inspire awareness of one’s own power to create positive change for future generations and our planet.
JOY DENALANE: MUSIC AS A TOOL FOR CHANGE
Joy Denalane, one of the most influential voices in German soul and R&B, emphasizes “Music can be a tool to change many things,” and encourages using the transformative power of art and culture to drive social and political change. For them, change often begins with themselves – through loyalty to their own values and the courage to go their own way. “Be yourself, no matter what they say.” is their appeal: everyone can be part of the change.
FREDERICK LAU: RESPONSIBILITY FOR THE NEXT GENERATION
For actor Frederick Lau, the birth of his children changed his perspective on the world. “It makes the world a better place if we approach it with a certain respect,” says Lau, emphasizing the importance of leaving the world in a better condition for future generations. His personal project, a sustainable farm in Spain, illustrates how he puts his beliefs into action and strengthens communities. “We don’t know if there is something as beautiful somewhere else.” Lau sees in every individual the ability to initiate change through positive influences on others. It’s the small and big steps that make the difference.
DENIM AS A SYMBOL OF SOCIAL CHANGE
Denim has always stood for rebellion and change. ARMEDANGELS gives this symbol a new meaning with DetoxDenim: hope. DetoxDenim is proof that fashion can be innovative and sustainable without compromising on quality and style. ARMEDANGELS uses recycled and organic cotton as well as environmentally friendly technologies such as laser and ozone treatments to create a denim collection that minimizes the impact on our planet. Some denim options are additionally made with TENCELTM x REFIBRATM Lyocell fibers. The innovative REFIBRATM technology is used, which makes it possible to produce new TENCELTM Lyocell fibers using recycled fabric scraps. This closed production process underlines the commitment to contribute to the circular economy. The products set an example for a fairer and more sustainable fashion industry – a future in which everyone wins.
“MADE TO MAKE A DIFFERENCE” – SHAPING THE FUTURE TOGETHER
“You don’t have to be a superhero to change the world,” emphasizes Christiane Bördner, creative director of ARMEDANGELS. “Every conscious step counts. With DetoxDenim we show that every decision, no matter how small, can be part of a larger change. Together we can reshape the fashion industry – responsibly, more sustainably and without compromising style and aesthetics.” DetoxDenim is part of this change, and everyone who wears it is an ambassador for a better future.