BRAND SPOTLIGHT: KINGS OF INDIGO
Kings of Indigo are a brand we love not only for their relaxed, timeless pieces, but for their story. They began with their roots in denim, creating the planet’s most friendly denim to date and they have continued leading the way for a sunnier future for our planet and its people.
Who doesn't love denim? It's a staple in wardrobes across the globe, but it’s also one of the most polluting industries in the world. After working in the denim industry for years, Tony Tonnaer saw these effects first hand, which led him in 2011 to make the leap to do things differently, creating his own brand of ‘clean and fair’ denim, calling it ‘Kings of Indigo’. The brand, based in Amsterdam, still centres around its denim roots but has branched out to create a collection of everyday staples that are all made through the same vision and principles.
Their motto ‘Doing It Right’ is their pledge to do right by the planet and those we share it with, which means no humans or animals are harmed, and every garment is made with conscience. Their products are made from planet friendly materials that are organic, recycled, natural and vegan. They use limited water and limited chemicals. They have reduced their waste by focusing on the repair, recycle and reuse of materials, upcycling wherever possible. And they ensure fair working conditions are employed, along with using clean modes to transport their products.
Symbolically their shorted name KOI has led them to their spirit animal, the koi fish. This special fish represents good luck, prosperity, love and friendship in Eastern traditions. They are powerful creatures which show incredible persistence and strength, able to swim against currents and upstream, which has become a beautiful metaphor for what this brand is doing - working against the current of fast fashion, greenwashing and malpractice, towards a brighter future.
Sustainability may be a popular claim these days, but not many brands can say they are working in a truly sustainable way. With KOI, sustainability is part of their DNA, it’s not a set of tactics, it’s a state of mind. They take a holistic approach, putting every effort in to be 2 steps ahead in their sustainability practises, and are currently standing at the forefront of some great innovations. From low impact dye to fully recycled fabrics, waterless washes and even biodegradable stretch denim. Their commitment to the cause means they leave no stone unturned. They use a ‘Retraced’ technology providing 100% transparency on every single garment, from crop to closet. And are rated at the highest level of sustainability on the independent platform ‘Good On You’.
KOI want to encourage consumers to passionately engage when buying clothes, to consciously choose high quality items that look good, feel great and are the clean option for our planet. They want to provide customers with those favourite items in their closet that will last a lifetime.
Today they are able to claim all their jeans to be 100% vegan. Up to 95% of their collection is made of sustainable materials. PP spray on denims is eliminated from their production. And last year they started producing their first circular denim styles. By continually innovating they believe this can only get better and better, producing even cleaner products in the future. We're excited to see that future :) what a revolutionary brand.
