A short introduction

Kings of Indigo (K.O.I) launched in 2012 their first collection. The brand dna of Kings of Indigo is inspired by American classics with details from Japan. A perfect mix for a successful denim brand. Their key words are quality, innovative and sustainable. The name Kings of Indigo (K.O.I) came from founder Tony Tonnaer’s favorite tattoo, a koi fish on his right shoulder in remembrance of his mother. Koi fish are intelligent creatures and they tend to swim against the stream which is a strong metaphor for the rebellion that comes with the denim lifestyle. In Japan the Koi fish stands for luck, love and perseverance. Kings of Indigo (K.O.I) brand is now available through 250 carefully selected retailers in 12 countries and online, with a focus on Northern Europe.

In the video here below founder of Kings of IndigoTony Tonnaer, tells the Kings of Indigo story.

The Triple R collection

During the Amsterdam Denim Days Kings of Indigo showed their Triple R collection at the Blueprint Festival. The Triple R collection is a special project that highlights the key element, sustainability, from the denim brand. With the Triple R project Kings of Indigo shows their philosophy of Recycle, Repair and Re-use. A topic that is really on point nowadays in the clothing industry. Instead of throwing the old stock away or destroying it, they decided to do an upcycling with the items. Kings of Indigo used their old stock to create special unique pieces. They ripped the items apart and from all the separate parts as belt loops, pockets, yokes, waistbands, front and back panels, etc. they created next level, mostly women, pieces. All limited and one of a kinds. This project makes Kings of Indigo a true denim King!


Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.