Georgia May Jagger Drops ARMEDANGELS' DetoxDenim Collection

In partnership with ARMEDANGELS, Hey Honey developed the concept and social-first activation for the Cologne-based fashion label, ARMEDANGELS. The new DetoxDenim spring collection with model and designer Georgia May Jagger was captured by Berlin photographer Anna Daki. The campaign focuses on the parallels between skin and denim. As denim is so close to us, protecting us, expressing us, and growing older with us - it’s as if denim becomes another layer of skin. With something that is so close to our skin, ARMEDANGELS makes sure that it cannot cause us any harm and chooses what goes into their Denim extra consciously.

Denim is deeply rooted in ARMEDANGELS' DNA. The brand consciously selects what goes into its DetoxDenim to ensure it does not harm people or the environment. The products are made using responsible processes that replace hazardous chemicals such as potassium permanganate and chlorine with innovative techniques such as laser or ozone treatments. The denims are made from recycled cotton or organic cotton grown without synthetic pesticides.

Wear it like Georgia: Denim like a second skin

"Armedangels embodies everything I believe in. Their 17-year commitment to sustainability is truly ahead of its time, and I'm thrilled to be a part of it. The collection's classic, versatile designs, like my favourite pair, HAAYI in indigo stone, not only look great but feel amazing to wear. Sustainability shouldn't compromise style or comfort, and Armedangels proves this point. It's about finding pieces that become staples in your wardrobe, timeless and enduring," said Georgia May Jagger.

Since 2007, the Cologne-based label ARMEDANGELS has proven that fashion can be different: innovative and timeless, produced according to responsible standards for people and the planet. No wage slavery, no hazardous chemicals, no cheap mass-produced goods. From the simple idea of printing T-shirts and raising donations for projects and organizations through sales, a company has grown that is now one of the largest sustainable lifestyle labels in Europe. With a team of 160 and four collections a year, ARMEDANGELS shows that responsibility and good product design are not mutually exclusive.

Hey Honey is proud to support ARMEDANGELS in the communication of a collection that is more conscious than most. In a world of fast-moving fashion, ARMEDANGELS is taking a stand and a step in the right direction for a more sustainable future.