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Santa’s quit!
The wish lists got too long, the ice at the North Pole is melting — so the Easter Bunny’s stepping in. Wrong season? Absolutely. But at least he’s reading the temperature in the room. When facts get twisted and climate change turns into a matter of belief, we’re rewriting our winter fairytale — as a wish list that actually makes a difference. Because no matter what stories we tell ourselves: to save the climate, we can’t wait for miracles — we need action!
The Easter bunny isn't real - climate change is.
While governments continue to debate targets and responsibilities, the climate has long been changing in ways we can clearly measure. The past nine years have been the warmest on record. The planet is steadily heating up, and extreme weather events are becoming more frequent and more severe. Yet we still treat these facts as if they were up for discussion. The Easter Bunny is fiction. The climate data isn’t.
SELMAA Cardigan
FAALIN Shirt
WRONG SEASON,
RIGHT MESSAGE.
We believe that change starts with awareness — and sometimes all it takes is a quirky story to deliver a clear message.We don’t promise a perfect world, but we do want to show that alternatives exist. Our goal? To rethink fashion — with transparency, responsibility and a consistently more sustainable approach.What steps are we taking to improve our impact?Find out in our Impact Report.
HANAA TWEED knitted skirt
MAARK Cardigan
Questions & Answers
With this campaign, we turn the familiar imagery of the holiday season upside down. It all starts with the idea of a world gone slightly off track: Santa has given up, and the Easter Bunny takes his place. What sounds absurd becomes a metaphor for our present moment. In a world where the climate crisis is already tangible — yet still debated in many places — the boundaries between reality and fiction begin to blur. We use this contradiction deliberately as a stylistic device.
While the world stumbles through December between discount codes and delivery deadlines, we’re asking a simple question: Do we really need more — or do we need better?
In the midst of an overloaded season, we’re launching our Festive campaign. With it, we shift the spotlight back to what often gets lost during the holidays: awareness over excess.
We combine attitude with aesthetics, humor with honesty. And we remind ourselves that responsibility isn’t seasonal — it’s part of everyday life.
We rely on independent, scientifically recognized data. Organizations such as the World Meteorological Organization (WMO), the German Environment Agency (UBA) and the IPCC have been documenting for years that the climate is measurably changing: glaciers are melting, extreme weather events are increasing, and ecosystems are under pressure.
We use these data because they are transparent, independent and scientifically verified — and because they show that the climate crisis is not a matter of belief, but a fact.
Sources:
"(WMO/03.2025)", "(UBA/11.2025)", "(UBA/01.2025)"
At ARMEDANGELS, we believe that change starts with awareness. From day one, our mission has been to rethink fashion in a transparent and responsible way.
Since 2007, we’ve been proving that there’s another way: innovative and timeless, produced to responsible standards for both people and planet. No exploitation, no harmful chemicals, no cheap mass production.
What began as a simple idea — selling printed T-shirts to support social projects — has grown into a company that is now one of Europe’s largest sustainable lifestyle labels. With a team of around 160 people and four collections a year, we show that responsibility and great design don’t have to be mutually exclusive.
This campaign highlights selected styles from our current winter collection. It showcases clothing for different occasions — from relaxed holidays at home to festive moments. Every piece carries the signature of ARMEDANGELS: timeless design, crafted with care, and created with the ambition to think fashion responsibly.
For us, festive doesn’t mean “more” — it means choosing consciously. Clothing that holds value lasts.
