When it comes to innovation, Kings of Indigo (KOI) doesn’t want to lag behind – on the contrary: the Dutch denim label consciously questions established processes. This approach drives the company to break new ground and continually ask itself: What can be implemented in the collections to further develop the brand both in terms of style and sustainability?
In recent years, this question has led to three central innovations: the natural stretch material, regenerative cotton and the so-called reborn jeans. Natural Stretch is an innovative way to create stretch denim without weaving elastane directly into the cotton fibers. The result is jeans with a comfort stretch of around 15 to 20 percent – comparable to denim that contains one to two percent elastane. Although this proportion may seem small, eliminating elastane significantly improves recyclability and reduces environmental impact.
Regenerative cotton represents an alternative to conventional cotton. In recent years, regenerative farming methods have become more important as part of a more circular approach to agriculture. The aim is to improve soil health, bind CO₂ and promote biodiversity. This happens, among other things, through crop rotation, in the case of KOI, for example, by alternating between cotton, potatoes and legumes. This allows the soil to regenerate naturally while reducing the use of fertilizers. The result is more resilient plants, stronger cotton fibers and long-term fertile soils. The brand emphasizes offering jeans that make a positive contribution throughout their entire production chain.
The ‘Reborn’ jeans represent a consistently circular approach: They are made from 100 percent post-consumer recycled cotton. The fibers come from worn jeans collected in Turkey, the location of the brand’s main supplier, as well as used bed linen from the hospitality sector. By using recycled fibers, KOI shows that there is a viable alternative to virgin cotton. Instead of producing new raw materials, durable denim is created from existing materials, significantly reducing environmental impact.
These three approaches to consciously produce denim differently than conventionally are an integral part of the sustainability strategy. Material choices play a central role in building more responsible collections.
For Kings of Indigo, the choice of material is primarily based on the intrinsic properties of a fabric – beyond its pure appearance. Certifications are an important factor: conventional cotton is not used; instead, the brand relies on organic, recycled or regenerative alternatives. Elastane, polyester and other synthetic fibers are deliberately limited. If synthetic materials are used, they are predominantly recycled versions. The label also reduces the use of blended fabrics, as recycling them is technically much more demanding.
Kings of Indigo sees material innovation as a critical step towards a denim industry that is both more responsible and longer lasting.
