K.O.I

The Kings of Indigo started their adventure in an Amsterdam attic in mid 2010. Three denim heads with a passion for the product decided to ignore the financial climate and start a new denim brand. The first collection was successfully launched at Bread & Butter in Berlin in July 2011.

The name K.O.I came from founder Tony Tonnaer’s favourite 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 a denim lifestyle. In Japan the Koi stands for luck, love and perseverance.

Focussing on a small denim inspired collection with character, quality and sustainable innovation as key features, the brand slowly but surely started to claim its place in the denim landscape. The fourth collection is now hitting the stores, selling to 160 carefully selected retailers worldwide.

K.O.I is known for strong quality basics inspired by American classics with a Japanese eye for detail; classics you can wear season after season. Jeans have a tendency to get better with time; the fit taking on the shape of your body and the wash showing a bit of your personal history when properly worn in. The Kings want you to enjoy your jeans as long as possible. Wear them with pride!

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