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ARMEDANGELS UNVEILS NEW DETOXDENIM CAMPAIGN FEATURING JOY DENALANE AND FREDERICK LAU
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On September 12th, the Cologne-based label ARMEDANGELS launches its new DetoxDenim campaign. It is a call to action, a symbol of hope, and the belief that everyone can make a difference.
Since 2007, the brand has been committed to driving more sustainable practices in the fashion industry, and with the new DetoxDenim collection, they remain true to this commitment without compromising on quality or style. Made from organic and recycled cotton, made with people & planet in mind and with innovative methods like laser and ozone treatment.
From the beginning, ARMEDANGELS has held the conviction that every decision – no matter how small – can be part of a bigger change.
And that, of course goes beyond fashion.
“We make the world a better place when we approach it with a sense of reverence. After all, we don’t know if we’ll ever find something as beautiful elsewhere.” – Frederick Lau
The ambassadors of the new campaign are German actor Frederick Lau and Soul and R&B singer Joy Denalane. Both have individual approaches to social, political, and forward-thinking change.
Joy Denalane emphasizes that true change can only happen by being true to yourself – because it starts within oneself. She highlights the transformative power of art and culture in driving this change forward.
Frederick Lau – father of three,- underscores the importance of leaving the world in a better state for future generations. Just now he starts buidling a sustainable farm in Spain together with the local community. Every step counts.
“You don’t have to be a superhero to change the world.” – Christiane Bördner, Armedangels Creative Director.
