Kings of Indigo (KOI), an Amsterdam-based brand, has announced plans to implement circular schemes and shift its production to Turkey. Despite recently filing for bankruptcy and undergoing a change in ownership, the brand remains committed to its sustainability mission.
KOI reported a significant increase in the use of sustainable materials, with 99.2 per cent of its collection being made from sustainable sources and only 0.8 per cent from virgin synthetic materials. The brand primarily utilized cotton, including organic and recycled variants, accounting for 82 per cent of its fibre usage. Other natural fibres such as hemp and linen constituted 6 per cent, while man-made cellulosic fibres from Lenzing made up 5 per cent of their collection.
To reduce the environmental impact of denim production, which forms a significant part of KOI’s product range, the brand is collaborating with suppliers to implement innovative technologies. These efforts aim to minimise the use of chemicals and water. KOI employs laser and ozone-washing techniques for lighter shades and worn effects. Additionally, a Turkish supplier utilises F-stones, a durable polymer-based stone, as a substitute for traditional pumice stones in stone washing processes. Harmful bleach chemicals have been replaced with organic alternatives.
KOI’s sustainability goals extend beyond material choices. In 2023, the brand plans to establish a minimum durability requirement for all its products. It will also refine its communication strategy to emphasise the ’emotional attachment’ consumers can develop with their jeans. This approach involves storytelling that highlights the long-term benefits of investing in durable pieces and provides information on low-impact home laundry and repair.
As part of changes in its supply chain, KOI will relocate most of its production from Tunisia, its largest Tier-1 production country in 2022, to suppliers in Turkey.
By 2023, Turkey’s share of production will increase to 70 per cent. The reasons for leaving Tunisia were not disclosed in the report, but KOI emphasised the benefits of local production to minimise transportation-related impacts. The brand also expressed interest in exploring production opportunities in Bulgaria and Greece, which accounted for 10.5 per cent of its tier 1 production countries in 2022.
