Kings Of Indigo

What Kings Of Indigo does

Kings Of Indigo is an Amsterdam-headquartered sustainable denim and apparel brand founded in 2011, selling directly to consumers (women and men) across more than 30 European countries via its e-commerce storefront and to retailers through a B2B wholesale portal. The product range centers on premium denim in multiple fits (barrel, straight, tapered, loose, flared, skinny, slim), supported by apparel, outerwear, and accessories, with signature pieces such as the Leila barrel fit and Sushan relaxed rigid denim.

The brand's technical and sustainability positioning rests on GOTS-certified organic cotton, OEKO-TEX Standard 100 fabric certification, and a QR-code traceability system that allows customers to track garments from fibre to finished piece. Additional commitments include a 3-year product warranty and a global free-repairs program, both designed to extend garment lifecycle and reinforce a durability narrative. Recent product extensions include a Natural Stretch denim line, a Corduroy Statement collection using lower-impact finishing technologies, and limited-edition collaborations such as the August 2025 IZY Bottle reusable water bottle partnership.

Commercially, Kings Of Indigo operates a direct-to-consumer e-commerce model supplemented by B2B wholesale distribution, with seasonal sales and an email/newsletter funnel offering first-order discounts. Pricing sits in the premium segment (women's jeans €130–180; apparel up to €275), targeting conscious consumers who prioritize supply-chain transparency, organic materials, and longevity over fast-fashion alternatives. The company is privately held, has 11–50 employees, and discloses no parent company, institutional investors, or funding rounds in the available data.

Name

Kings Of Indigo

Legal name

Kings Of Indigo

Website

https://kingsofindigo.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Amsterdam-based sustainable denim brand (founded 2011) selling GOTS-certified organic denim and apparel direct-to-consumer across 30+ European countries, with QR-code traceability, a 3-year warranty, and free repairs.

Ownership category

akta.pro rank

Product category

Sustainable Denim and Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industry

Sustainable / Ethical Apparel & Accessories Wholesale (CRAOADAJ)

Keywords

• Sustainable denim apparel
• Organic cotton clothing
• Ethical fashion brand
• Premium jeans
• Traceable supply chain fashion

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales of sustainable denim and apparel through their primary e-commerce website, with products sold at various price points ranging from accessories to premium denim.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Kings Of Indigo designs, produces, and sells sustainable denim and apparel made with GOTS-certified organic cotton and OEKO-TEX Standard 100 certified fabrics, offered directly to consumers through its e-commerce store and to retailers through a B2B wholesale channel. Its range includes signature denim collections for men and women in multiple fits, apparel, outerwear, corduroy pieces, denim jackets, and limited-edition collaborations, supported by a 3-year warranty, free repairs, and a QR code traceability system that lets customers follow each garment from fibre to finished piece.

Product overview

Kings Of Indigo is a sustainable denim and fashion brand from Amsterdam offering a unified collection of conscious clothing. The core offering centers on premium denim jeans in multiple fits (barrel, straight, tapered, loose, flared, skinny, slim) for men and women, complemented by apparel including jackets, knitwear, shirts, and accessories. Signature products include the Leila barrel fit and Sushan relaxed rigid denim. The brand also produces corduroy pieces, denim jackets, and periodic collaborations. All products emphasize organic materials, GOTS certification, OEKO-TEX standards, supply chain transparency via QR code traceability, and a 3-year warranty with free repairs program.

Differentiator

Problem solved

Functional benefit

Products and services

• Kings Of Indigo Core Denim Collection The brand's signature sustainable denim range featuring various fits including skinny, slim, straight, tapered, loose, loose tapered, barrel, and flared styles for men and women, emphasizing organic cotton, responsible production methods, and durability.
• Kings Of Indigo Women's Apparel Women's clothing collection including dresses, jumpsuits, knitwear, shirts, shorts, tees, vests, and woven tops, designed with sustainable materials and timeless silhouettes for women seeking ethically produced everyday apparel.
• Kings Of Indigo Men's Apparel Men's clothing range featuring jeans, apparel, bottoms, outerwear, and casual wear with focus on sustainable craftsmanship for men seeking durable, ethically produced everyday clothing.
• Kings Of Indigo Corduroy Collection Corduroy garments made with GOTS-certified organic cotton and OEKO-TEX Standard 100 certification, featuring lower-impact finishing technologies that reduce water, energy, and chemical use, priced from approximately €95 to €195.
• Kings Of Indigo Denim Jackets Sustainable denim jackets for men and women, crafted with the same conscious materials and production standards as the jeans collection.
• Leila - The Original Barrel The brand's bestselling balloon/barrel fit for women, available in various washes and materials including corduroy and linen, representing the signature KOI silhouette.
• Sushan - The Relaxed Rigid A relaxed-fit rigid denim option for men, designed as a durable, timeless piece emphasizing the brand's commitment to longevity over trends.
• Kings Of Indigo x IZY Bottle Collection Limited-edition reusable water bottle collaboration with IZY Bottle, featuring signature cowboy illustration and clean KOI finish options, designed to reduce single-use plastic without compromising on design. Two limited-edition bottles were released.

Quantifiable outcome

• 3-year warranty on all products demonstrates confidence in product durability

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• IZY BottleminorStrategic or Co-development Partner · 6 August 2025Collaboration to create limited-edition reusable water bottles featuring Kings Of Indigo's signature cowboy illustration and clean KOI-engraved finish. Created to reduce single-use plastic without compromising on design. Two limited-edition bottles were released.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Nudie Jeans: Swedish sustainable denim brand offering organic and repaired-for-life jeans in overlapping price tiers and similar GOTS/OEKO-TEX certifications. Operates DTC and wholesale across Europe, competing head-to-head with KOI for the conscious consumer.
• MUD Jeans: Amsterdam-based circular denim brand with strong sustainability credentials, post-consumer recycled denim, and a lease-a-jean program. Direct head-to-head on geography, customer base, and sustainability positioning.
• Kuyichi: Dutch sustainable denim and apparel brand using organic cotton and Fair Trade manufacturing. Overlaps with KOI in target customers, geography, and ethical-denim messaging.
• Armedangels: German sustainable fashion brand offering GOTS-certified apparel including denim, positioned similarly to KOI in the mid-premium sustainable segment for European consumers.
• Closed Jeans: German premium denim and casualwear brand with a strong sustainability story and similar price points. Overlaps with KOI on product format (denim-first, multiple fits) and European D2C/wholesale mix.
• Baukjen: UK sustainable womenswear brand with a strong denim offering and premium price positioning. Similar DTC model in Europe, targeting the same conscious female consumer.
• People Tree: Pioneer in Fair Trade and organic-certified fashion with a denim and casualwear assortment, comparable to KOI on sustainability credentials and European DTC/wholesale footprint.

Broad incumbents

• Stella McCartney: Established global luxury sustainable fashion house with denim lines and broader apparel; comparable on sustainability positioning but at far higher price points and global scale.
• Patagonia: Iconic global sustainable apparel brand extending into denim and casualwear; overlaps with KOI on transparency, durability (repair programs), and DTC strength, though vastly larger and broader.
• Levi Strauss & Co. Global denim incumbent rolling out organic cotton, laser-finishing, and water-saving programs. Sets the competitive floor on sustainable denim economics, even though price tier and customer segment differ from KOI.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/kingsofindigo
• Xx.com/kingsofindigo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kings Of Indigo