When it comes to innovation, Kings of Indigo (KOI) does not want to be left behind – on the contrary: the Dutch denim label consciously questions established methods. This approach encourages the company to think outside the box and to constantly ask itself: what can be applied in the collections to advance the brand in terms of both style and sustainability?
In recent years, this demand has led to three major innovations: the Natural Stretch fabric, regenerative cotton and the Reborn jeans. Natural Stretch is an innovative way to create stretch denim without incorporating elastane directly into the cotton fibers. The result is jeans with a comfort stretch of approximately 15 to 20 percent, comparable to denim that contains one to two percent elastane. Although this percentage seems small, removing elastane significantly improves recyclability and reduces environmental impact.
Regenerative cotton is an alternative to conventional cotton. In recent years, regenerative farming methods have received increasing attention as part of a circular approach to agriculture. The goal is to restore soil health, sequester carbon and increase biodiversity. This is done through crop rotation – for KOI, for example, by alternating cotton with potatoes and bean crops – which allows the soil to recover naturally and reduces the need for fertilizers. The result is healthier plants, stronger cotton fibers and fertile soils for future production. The brand is proud to offer jeans that have a positive impact throughout their entire production chain.
Finally, the Reborn jeans are an example of true circularity: jeans made from 100 percent post-consumer recycled cotton. The fibers are extracted from worn jeans collected in Turkey, where the brand’s main supplier is located, as well as from used bed linen from the hospitality sector. By using recycled fibers, KOI shows that there is a viable alternative to new cotton. Instead of producing new raw materials, the label creates strong and sustainable denim from existing fibers, reducing pressure on the environment.
These three approaches to denim production form an important part of the sustainability strategy. Material choices are essential for building more responsible collections.
For Kings of Indigo, the right choice is primarily determined by the intrinsic properties of the fabric itself, regardless of its appearance. Certifications play an important role in this: the brand does not use conventional cotton, but opts for organic, recycled or regenerative varieties. The use of elastane, polyester and other synthetic fibers is limited. When synthetic materials are used, they are mainly recycled. In addition, the label reduces the use of mixed substances, aware of the technical challenges that their recycling entails.
Kings of Indigo sees material innovation as an important step towards a denim industry that is both more responsible and sustainable.
