
Between Purpose & Profit – How Does a Brand Work Today?
Martin Höfeler (Armedangels)
In this episode of Design Perspectives, host Dr Saskia Diehl talks to Martin Höfeler, the founder and CEO of Armedangels, about managing a sustainable fashion business. Since its foundation in 2007, the company has aimed to conduct business in an ecologically and socially responsible way without compromising on design.
Chapter
(00:01:03) Company foundation and motivation
(00:06:02) Sustainability in the fashion industry
(00:20:49) Brand philosophy
(00:37:01) Political dimension of the brand
>> The podcast is held in German.
Key learnings
Desirability meets sustainability
A sustainable business model can be economically successful if sustainability is seen as an integral part of product design, rather than a limitation. Armedangels has succeeded in developing products that are both high-quality and attractive, while also meeting ecological and social standards.
Trust comes from honesty
Trust in a brand is not built through perfect staging, but through authentic communication. Armedangels openly discusses challenges, admits mistakes and continuously works on improvements — without resorting to greenwashing. This honesty strengthens credibility and fosters genuine connections with consumers.
Change is possible – even on a large scale
Sustainability is not a privilege of young start-ups. Established companies can also actively drive change by reflecting on their practices, being willing to learn, and making consistent changes along the value chain. All that is required is a commitment to taking responsibility.
Guest:
Martin Höfeler | Founder & CEO of Armedangels
Host:
Dr. Saskia Diehl | CEO GMK Markenberatung