"I honestly can say it has been purpose over profit. We have invested in sustainability since 2011 and only this year (2020) we will achieve our first profit.

To many entrepreneurs this may seem crazy, but our mission reflects our personal drive and defines our business goals. Without this inner drive, vision and aligned leadership I would have given up long time ago and Kings of Indigo wouldn't be where it is now. I see the world is changing and becoming ready to shift towards sustainable fashion. Our intent is to obtain a healthy profit and to re-invest directly in sustainable or circular innovations that help change the industry, which in turn helps us. This circular approach is fits our purpose well."

How does that influence decision making and internal culture?

"Driven to be two steps ahead of the industry, we are continuously innovating and taking step in becoming even more sustainable. That means keep on track with the newest insights and technologies. This challenges our team a lot, and therefore it is of utmost importance that our internal company culture is defined by our inner drive and mission: we are doing this for ourselves, the planet and the people we love.

Within our small team of 14, one person is completely dedicated to CSR. Stimulating every one of us to keep circular thinking our top priority in every field of expertise.

We don't like to think inside the usual boxes (sales, retail, production) but have a holistic approach for the collection as a whole: the entire collection for two seasons and all stock levels are grounded in the 5 sustainability pillars of KOI. We want to set an example in the industry, and create the transition to fair clothing with hardly any carbon footprint and no more landfills. We do hope that many will follow!"