Learn why we love this pioneering label and discover the AW24 collection.
Not all denim is created equal. Beyond being comfortable enough for constant wear, quality denim values longevity over fleeting trends and true sustainability over superficial greenwashing.
Amsterdam-based brand Kings of Indigo knows a thing or two about quality. With a collection of versatile jeans produced under a steadfast set of values, the label has raised the bar in denim manufacturing – all without compromising on great style.
“Our approach to sustainability is holistic, so we use timeless designs and high-quality fabrics,” says Mijke. “If a pair of jeans is damaged, it should be repaired instead of replaced.”
“We mix classic American workwear with a Japanese-inspired eye for detail,” explains Head of Marketing, Mijke de Vette. “You can see this in the detail of our denim, as well as in our prints, weaving, embroidery techniques and dyeing.” The brand hasn’t just perfected jeans; its selection of complementary tops and T-shirts means your whole outfit is taken care of.
The pieces are primarily crafted using organic cotton, most of which is GOTS-certified. Unlike conventional cotton, organic cotton is grown free from pesticides and fertilisers, leaving the soil in good health and limiting the environmental impact. The collection also incorporates linen and recycled cotton, sourced from pre-consumer and post-industrial waste. Kings of Indigo uses ‘mono materials’ – single fabric types like organic cotton or linen – where possible, simplifying the future recycling of their garments.
“We mix classic American workwear with a Japanese-inspired eye for detail,” explains Head of Marketing, Mijke de Vette. “You can see this in the detail of our denim, as well as in our prints, weaving, embroidery techniques and dyeing.”
For this pioneering label, true sustainability extends to the lifespan of a product, not just the environmentally-friendly steps taken during production. “Our approach to sustainability is holistic, so we use timeless designs and high-quality fabrics,” says Mijke. “If a pair of jeans is damaged, it should be repaired instead of replaced.” The company offers a three-year repair warranty: should a hole appear or a seam rip, simply bring your jeans to your local tailor, photograph the receipt and Kings of Indigo will reimburse you.
For AW24, we will be stocking a range of building block pieces from Kings of Indigo, expanding both our menswear and womenswear offerings to meet everyone’s needs. “The quality is unmatched,” says our founder, Cat, “I’ve been so impressed by how the brand has developed in terms of quality, timeless style and design. A big box tick from me."
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Founded in Amsterdam in 2011, Kings Of Indigo's objective has been clear; to produce clothing in a sustainable way both socially and environmentally, without compromising on quality or style. Kings Of Indigo positions itself as a pioneer in this ever-changing sustainable fashion world, innovating with materials and sustainable production methods, constantly exploring how to reduce the impact on the planet and people.
