Armedangels advances its international expansion and enters the US market. The Cologne fashion brand will start a direct-to-consumer model there at the end of April, as the company announced on Monday. Sales will initially take place via our own online shop; additional sales channels are planned in the future. The market entry is considered part of the long-term growth strategy of the sustainability-oriented label.
“The USA is one of the most important and demanding clothing markets in the world,” said Martin Höfeler, founder and CEO of Armedangels. “There is a growing demand for better products, but also increasing confusion around sustainability claims. Our approach is transparent and simple: we provide clear, verifiable information so customers can decide for themselves.”
The focus of the US market launch is the development of innovative materials that reduce the dependence on new and fossil raw materials while ensuring performance and durability. In this context, the company is presenting, among other things, its denim line “DetoxDenim”. This aims to reduce the use of certain chemicals and, according to the company, relies on alternative processes such as ozone and laser technology as well as plasticizers certified according to the Global Organic Textile Standard (GOTS).
The company is also announcing its entry into the field of functional outerwear for the spring/summer 2026 season. A windbreaker was created in collaboration with the fiber manufacturer Lenzing AG and, according to the manufacturer, is made of Tencel-Lyocell.
The company, founded in 2007, has almost two decades of experience in the sustainable fashion segment. According to the company’s own information, the business model is based on certified materials, verified supply chains and a focus on product durability. According to the current impact report, around 99 percent of the material mix consists of organically grown, recycled or so-called next-generation fibers.