"Absolutely! Firstly, leaning into a circular business perspective has made us more aware of what is happening with the planet and the urgency to change. This circular mindset makes us think twice about what we are producing, how we are producing and what happens with the garments once they go into the market. It forces us to think more long-term and out-of-the box; what new materials and technologies are available that can suit us, how can we reuse waste? How can we produce just-in-time? This continuous drive to innovate has led us to be one of the most sustainable brands out there. And now, mills and factories come to us to show their newest innovations and work together. This position enables us to pioneer even more! The denim industry is now giving us recognition for that, and we hope the consumer will follow."

What is your challenge to become 100% circular?

Quality!

Nowadays it is physically impossible to make a pair of jeans from 100% post consumer recycled cotton. These pants would simply break easily and thus cannot meet the quality standards we formulate at of Kings of Indigo.

To close the loop, we need to work towards a product which is easier to recycle as a whole. With easy removable metals, no zippers, another stretch fabric and create a logistic flow to collect obsolete garments from consumers, which with a wholesale structure is very ineffective and economical not viable yet.