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armedangels
armedangels is a fashion label based in Cologne, Germany. Founded in 2007, the company designs a variety of apparel products made from textiles such as organic cotton and sells them via their online shop as well as in boutiques and major retails stores in six countries. The label creates and produces sustainable fashion that is both ethical and fashionable, while attempting to appeal to the LOHAS demographic. The company is attempting to change the perception of eco-friendly clothing being "hippy like" and not fashionable to it being perceived as 'hip', 'chic' streetwear.〔(【引用サイトリンク】url=http://www.atlantic-times.com/archive_detail.php?recordID=1383 )〕 Furthermore, the company aims to make a social statement about fashion and works exclusively with socially responsible companies that are certified as being fair trade.〔(【引用サイトリンク】url=http://www.dw-world.de/dw/article/0,,2914344,00.html )〕 Because armedangels believes in being socially minded, they invite community members to share their opinions on improving the production process, to give feedback on new designs, and in some cases, even create and submit their own, new t-shirt designs. The main goal of their community is to raise awareness about the fashion industry and—what in their minds are—the injustices that arise as a result.〔(【引用サイトリンク】url=http://planetgreen.discovery.com/work-connect/change-makers-anton-jurina.html )〕 The German press has referred to armedangels as being "eco warriors in the process of saving the world", who contribute alongside like-minded people including celebrities such as Natalie Portman, Leonardo DiCaprio and Al Gore.〔Dietl, K (March, 2008) "Das Web rettet die Welt (How the Web is saving the world)", ''Tomorrow'', p. 19-21〕
==History==
The company was founded in January 2007 as The Social Fashion Company GmbH by two friends, Anton Jurina and Martin Höfeler.〔(【引用サイトリンク】url=http://www.reinartz.uni-koeln.de/08/index.asp#Jurina )〕 In 2009, the founders won the first ever Wirtschaftswoche Entrepreneur Competition (German language: Gründerwettbewerb der Wirtschaftswoche) for their business model.
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