Kings of Indigo - Fair-a-Porter

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Kings of Indigo

The fashionable sustainable denim label

WHO… Launched in 2011 at Bread & Butter by Tony Tonnaer, Kings of Indigo is one of the latest denim brands that’s changing customer’s fashion behavior when it comes to purchasing jeans. Kings of Indigo is the outcome of Tony’s desire to create a sustainable brand to the next level, in line with his vision and design (cit. Tony Tonnaer). The unique name of the brand refers to a tattoo of a koi carp that Tony has on his arm, a proud fish that swims against the stream. The abbreviation K.O.I. is the perfect combination between Japan and USA inspiration – two of Tony’s favorite countries when it comes to denim inspiration.

Tony Tonnaer © PR

DOES WHAT… Kings of Indigo makes quality denims, tops and accessories inspired by American classics with a Japanese eye for detail. All Kings of Indigo items are designed to last long – every garment is made with a conscience. They use innovative and sustainable production techniques where they can.

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…WHERE? Most of the production is relatively close to their HQ, Amsterdam. All denims are produced in Tunisia and they are washed either in there or in Italy. The knitwear is produced in Italy and all t-shirts, sweats and woven tops in Tunisia, Bulgaria and Greece. 

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AND HOW IS THAT ETHICAL? Sustainability is at the core of King of Indigo philosophy. From day one they have been working with Fairwear in order to ensure the best environment for the factory workers. They also work with laundries that recycle water or use wash process with laser, ozone, ice blast or bubble wash to minimize the use of water, energy and chemicals. The design team is has close contacts with all denim and fabric suppliers concerning the latest fabrics and sustainable processes. They also regularly visit the factories (usually every three – six weeks) to closely follow all new developments, production, quality control, delivery planning, Fairwear progress, etc.

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Text: Margaux Lombard, April 10th 2018

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