What Kings of Indigo is known for

Amsterdam denim brand founded 2011 by Tony Tonnaer, former managing director of Kuyichi. Built around a 'Triple R' (Repair, Reuse, Recycle) sustainability framework; 99% PETA-approved vegan since 2020.

Kings of Indigo was founded in Amsterdam in 2011 by Tony Tonnaer, who had previously served as managing director of the Dutch sustainable-denim brand Kuyichi. That background shaped the brand's positioning: jeans and denim-adjacent apparel produced under an explicit 'Triple R' framework of Repair, Reuse, and Recycle. The company evaluates its supply chain against five criteria - materials, water use, social responsibility, transport, and carbon footprint - and since 2020 has held 99% PETA-Approved Vegan status, having replaced leather back-patches with recycled paper or a recycled/non-recycled polyester blend. The brand continues to operate from Amsterdam as a denim-focused label, positioning it within Europe's sustainable-denim segment alongside brands like Kuyichi and Nudie Jeans.