Known for its uncompromising approach to transparency and responsible production, ARMEDANGELS first built its reputation on DetoxDenim, a jeans range made without the toxic chemicals and harmful processes still commonplace in conventional denim production. While the innovation has been central to the brand for years, it became diluted amid broader sustainability messaging. No Dirty Secrets brings it sharply back into focus.

The campaign uses a striking visual metaphor to expose what is usually hidden in denim manufacturing. Shot as a reverse-motion film, it opens with bodies coated in thick mud before the layers gradually fall away to reveal clean, untreated DetoxDenim beneath. It’s deliberately physical and difficult to ignore, underpinned by the message that, no matter how dirty DetoxDenim gets on the surface, they’ll still be the cleanest jeans you’ll ever own.

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