The sustainable fashion brand armedangels are breaking new ground. On Thursday, the label opened its first own shop in its hometown of Cologne.
The store in Ehrenstraße 29 was designed as a “physical brand platform, design statement and strategic test field for the future of the fire, explained ArmeDangels in a message. “With our first store, we for the first time have the entire brand experience holistically,” explained CEO Martin Höfeler in a statement on the occasion of the opening. “It is an important step to deepen the dialogue with our community and make our brand tangible in physical space.”
The facility with its deliberately reduced design language was designed by the Diir interior design office based in Madrid. Christiane Bördner, the Creative Director of Armedangels, explained the goals of the concept: “We wanted to create a room that did not overwhelm but invite,” she said. “The store should feel open, calm and well thought out. Our customers: Inside should feel: This is not about staging, but about authenticity. About materials that have existence. About collections that rely on durability and innovation.”