With over twenty years of experience in the fashion world, in 2011 Tony Tonnaer founded K.O.I., Kings of Indigo, a new jeans brand focusing on the design, development and distribution of sustainable denim, tops and accessory concepts. His goal: using as many recycled fabrics as possible, making all-time classic garments that are designed to last long, and that are manufactured close to home.
WHAT ARE YOU CURRENTLY WORKING ON?
Main thing I work on is developing the Kings Of Indigo brand and launch it succesfully in the North European market. We just delivered our first K.O.I collection to the stores in Germany, The Netherlands, Sweden and Switzerland, so processing re-orders now. And selling AW12 collection, our second, looks we make a nice step forward.Just reviewd the first Spring 13 fabric and wash results, is gonna be fresh and again a step up from last season, so feel we are on a good way with the Kings!
WHERE DO YOU SEE DENIM GOING NEXT?
Denim is coming back very strong at the moment, after having some pressure from chinos, leggins and other fashion items the past years. I see that sustainability like organic, recycled, tencel blends, using less with dyeing and washing is becoming more and more important the next years. Some thin I have been busy with since 10 years. This is the way forward. I’m looking now also at less polluting dye stuffs, so guess that will be getting cleaner and cleaner tooIOur focus with K.O.I is on Triple R: recycle, repair, re-use, so you can enjoy your favorite jeans better and longer.
WHAT CAN BE TAKEN FROM THE PAST?
All experience we hace from the old classic American styles, to how the Japanese made it even better, the Italians made it more commercial and the North Europeans made is more clean… I think from old to young generations we develope the best denim product, but cleaner, more efficient and better quality. Live with passion, wear blue dye denim.