Trend Hunter met with Everton McDougall to learn about Kings of Indigo (K.O.I.), a denim producing company that is very conscious about the environment. Its aim is to make products that are bound to last through the years with looks that work for everyone. At K.O.I, there’s a look for each person from the washes and the colors, to the cuts and flexibility of the pants.
All of the denim jeans are organic and recyclable and the levels of denim fit into three categories: Kings of Indigo, Kings of Laundry and Kinds of Shuttle Loom. K.O.I. is all about the fit, King of Laundry is very conscious about the environment (they laser treat the materials to limit water use) and Kings of Shuttle Loom is their premium denim.
Even though the market is asking for dry denim, Kings of Indigo focuses on the rinse and washes of their denim to make it look unique. The company strongly promoted the reuse and recycling of materials, providing a repair kit and an eco-friendly detergent meant just for its jeans.
McDougall is inspired by travel and when he sees unique styles and details, he tries to incorporate them into his products and make them accessible to the Canadian market.
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Concept: Kings Of Indigo
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Segment: Neutral, 12-55
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