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Kings of Indigo (K.O.I.) is a sustainable denim label by Tony Tonnaer. K.O.I. employs a sustainable production process to make timeless and environmentally friendly clothes. This production process is based on K.O.I.’s own Triple-R philosophy: Recycle, Repair, Reuse. Besides using recycled and organic cotton, K.O.I. also employs alternative washing methods, which keep water wastage and the use of chemical pollutants to a minimum. The label works closely with Fair Wear registered partners.

K.O.I. combines its concern for sustainability with innovative production methods, such as laser and ozone washes and original finishes. Their focus is on innovative uses for existing and new materials and techniques. K.I.O. strives to achieve the highest possible quality for its products. The company makes enlightened, timeless designs – design classics which resist the transient dictates of fashion. A pair of K.O.I. trousers can last a lifetime.

Kings of Indigo recently launched their Red Light Denim line, a collection made from 18% recycled cotton from denim collected in Amsterdam. Founder Tony Tonnaer hopes that ultimately no new cotton plants will have to be planted, because all cotton and clothing will be recycled. K.O.I.’s designs are all named after former kings and queens.

Founded: 2010

Location: Amsterdam

Temporary Fashion Museum
Guus Beumer
Maureen Mooren

This project is part of the programme track Things and Materials and the folder Material innovation.

Fashion has quietly renewed the very idea of renewal by constantly selling the past as a future, thereby framing current reality. This contrasts sharply with the idea that renewal always stems from technological innovation.