A Stage for the Next Generation
Troy Armour has never been one to think small. As the Founder and CEO of Junk Kouture, he is working toward an audacious goal: to inspire 1 billion teenagers through a powerful blend of creativity, sustainability, and self-expression.
Junk Kouture is a global, youth-led “Sport for Creatives,” where students turn discarded materials into high-fashion designs and bring them to life on the runway. It’s part fashion show, part environmental campaign, and part high-energy performance, culminating each year in a Eurovision-style World Final hosted in one of the world’s cultural capitals.
For Armour, this is about more than art. It’s about nurturing a generation of bold thinkers, risk-takers, and innovators who can use creativity to tackle the climate crisis.
From Start-Ups to Global Spotlights
Armour’s path to building a worldwide platform began in the trenches of entrepreneurship. Over a 25-year career, he has launched and led ventures including Trojan Technologies, Wurkhouse, and Zumaia Music, earning a reputation for spotting opportunity where others saw obstacles.
That knack for vision and execution has taken him far beyond the boardroom. He has shared his work on some of the world’s most influential stages, including the World Economic Forum in Davos, the United Nations, New York Climate Week, and the World Conference on the Creative Economy.
A Business Built for Impact
Now, Junk Kouture is expanding into 13 major cities, growing into a sports, entertainment, and media business with social impact embedded at its core. While the format looks like a creative competition, the framework functions as a cross-sector platform linking governments, schools, brands, and young people in a shared mission.
That momentum has opened the door for new partnerships.
“We are looking for revenue partners and equity investors,” Armour says. “For investors, Junk Kouture is a sports, entertainment, and media business with impact at its core. For revenue partners, it’s a way to connect with young creative talent and showcase meaningful sustainability work.”
Major brands have already joined the movement, including Deloitte, Microsoft, DHL, and Eurospar. For these companies, Junk Kouture is both a marketing opportunity and a purpose-driven collaboration that aligns their brands with innovation, education, and climate action.
A Movement with Staying Power
Armour stands out for his belief that sustainability is not a side initiative but a creative discipline in its own right—one that can unlock innovation and unite people across borders.
Students in Junk Kouture are not only creating outfits; they are learning to think systemically, value resources, and see themselves as part of a global creative community. Armour sees this as the most important return on investment: a generation prepared to address problems with imagination, cooperation, and courage.
“When we equip young people with the tools to think differently,” he says, “we’re not just preparing them for the future, we’re giving them the power to shape it.”
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