ARMEDANGELS: Detox Denim – How We Made Wellness The Key To a Sustainable Fashion Future

ARMEDANGELS, a fashion label, re-framed the entire topic of sustainability in fashion in Germany causing an explosion in awareness for the brand.

Campaign details

Brand: ARMEDANGELSClient: ARMEDANGELSAgency: Kemmler Kemmler

Summary

Most sustainable fashion brands sell themselves on the idea that buying their product will help save the world.

The fact is, this doesn't work.

Difficult as it is to admit, as long as the negative consequences of fast fashion aren't directly in front of people, they're easily overlooked.

And yet, beneath this awkward truth there lies another one that is even more uncomfortable: although information on the negative impact of fast fashion has never been clearer or more readily available, people still buy it. A lot.

Could it...

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