MARTIN HÖFELER

(15) CEO, ARMEDANGELS

We all love our denims, but denim is a dirty business. With us, no harmful chemicals are used to treat our denims. We use modern techniques such as laser or ozone treatment. You will hardly spot a difference to conventional bleaching, except that we use 85% fewer chemicals. And for the rest, we make sure it meets the GOTS criteria. A few more nice figures: laser saves 62% energy and 67% water. With our ‘detox denim’, we are taking a big step forward towards a more sustainable fashion industry.