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What Kings of Indigo Really Thinks About Jeans

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Kings of Indigo, established in 2011 and launched in 2012, makes some of the most distinctive denim pieces on the market, all inspired by American classics and Japanese details.

That signature look is thanks to founder Tony Tonnaer, who designs quality products meant to become heirloom pieces that last for generations.

Carved in Blue spoke with Tony, who still heads the Amsterdam-based brand seven years after its foundation, about K.O.I.’s latest projects, his favorite denim memories, and what he really considers “jeans.”

Read more at Carved in Blue.

This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal branded fibers to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit