Kings of Indigo

Fair jeans and apparel



How sustainable is Kings of Indigo?


Peta Approved Vegan

Fair Wear Foundation

Kings of Indigo is a responsible Dutch denim brand. The company was founded in 2011 after its owner left Kuyichi to form a new brand. Since its founding, the brand has been built from the ground up with sustainability in mind. Now, almost ten years later, there is a cool, Japanese inspired brand that’s one of the leaders in sustainable denim production.

Low impact materials

The brand uses a very high percentage of more sustainable materials. All cotton is certified through either GOTS, BSCI or OCI, and all other materials are more sustainable ones, like hemp, linen and tencel. Kings of Indigo also uses a high percentage of recycled materials. Its sourcing policy makes it clear that the Dutch brand uses low-impact materials, while maintaining quality. It’s cool that Kings of Indigo is actively trying to improve every aspect of its products and constantly finds new areas of improvement, like the buttons in its jeans or the elastance of stretch denims. All of these challenges are being identified and overcome in order to achieve the 2025 target of working exclusively with recycled or man-made materials.

Ethical supply chain

The reduction of the company’s footprint is also apparent in other aspects, like the use of recycled paper in its packaging and transport over land instead of air. With only two collections a year, Kings of Indigo qualifies as a slow fashion brand and, with the recent alternative the company found for leather patches on their denim, the brand has become completely PETA vegan approved. Its supply chain is completely transparent and the Dutch company is a member of the Fair Wear Foundation, which ensures labor rights are being upheld. There is a target in place to ensure living wages are implemented in all high-risk countries’ facilities, so in terms of workers’ rights, the denim brand is definitely doing the right and responsible thing.

Can further increase transparency

While the company seems to do everything right, we’re just missing a bit of transparency in its reporting. There is no yearly sustainability report that covers actual data about carbon emissions and topics like water or waste reduction, which could allow us to monitor how it’s actually improving its business yearly. The ambition is clearly there and its impact is obviously lower than most of its competitors, but we’re just missing the data-driven part, which would actually allow Kings of Indigo to implement the right measures to achieve its target of becoming carbon neutral in 2025.

Publication date: March 22nd 2020
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