AMSTERDAM DENIM, K.O.I. (KINGS OF INDIGO)

Last week, we gave some new cool denim stores in town just for us all to have more places to dive in. Today, we’re rounding up another denim heaven to hit up for the holiday. K.O.I. is the name. And it stands for -- King. Of. Indigo.

King of Indigo may be one of Amsterdam’s newest denim family members
But the label is accepted, so well that we couldn’t look further, as a leading sustainable denim brand in the market. They put the best foot forward when thinking about cool clothes that are environmentally friendly. The Dutch denim label Kings of Indigo does just this and launches a denim collection for spring 2012. At the K.O.I., they produces every garment with conscience by recycling and repairing. One thing we love most about the brand is that they make jeans with a great fit and conscience. Have your eyes on every piece, they do mix American authentic heritage with a fresh Japanese eye for detail and quality.

And now you can raise your glass for its first pop-up store in Amsterdam’s denim district to showcase its RRR concept and second evolution of blue dyed denim. The store is located in the renowned denim district, The Nine Streets which is a home to Denham, Tenue De Nimes and Scotch & Soda’s Blauw so apart from K.O.I, you still can have more place to swim in cool vintage stuffs as much as you want.

"The pop-up store is mainly to show our product directly to the consumer – for them to see the full range and also to promote the Repair and Recycle. I think its important to communicate this sustainable concept to the consumer as there is roughly 40% of clothing still being disposed through garbage. We want to show that recycling an old pair of jeans is valuable, its not garbage" - Tony Tonnaer, K.O.I. owner and founder

We had a chance to talk to some fellow who did make it to the store and told us they do expand every season and take on a new product group. May be, we should take a tour to the store sometimes. We think it’s worth it.