Denim By Heart – Forever Pioneers 

Die niederländische Brand setzt auf umweltfreundliche Innovationen, wie recycelte Stoffe, wasserlose Waschverfahren und biologisch abbaubares Stretch-Denim. Mit einem starken Fokus auf Transparenz verfolgt Kings Of Indigo einen ganzheitlichen Ansatz, der stets dem eigenen Wertesystem treu bleibt. Im Gespräch mit Sweet Communication, spricht CEO Sebastian Proft über seine Vision mit Kings Of Indigo, anstehende Projekte und seine persönliche Philosophie innerhalb der Branche.

What overarching vision are you pursuing with your brand and how is this reflected in your products?
Our vision for Kings of Indigo is to be a brand that pioneers sustainability and embodies the stories we want to tell about a brighter, more responsible future. We believe that every product should reflect this mission. For us, sustainability isn’t just a checkbox – it’s about creating a legacy that combines beauty with responsibility. This vision shows up in everything, from using circular design principles to incorporating sustainable materials and prioritizing transparency in our supply chain. We have adopted technologies like laser and ozone washing to significantly reduce water use and eliminate harmful chemicals, continuously seeking new ways to push boundaries, while staying true to our story.

Which three key terms describe the DNA of your brand and how do you specifically implement these values in your products and communication?
The essence of Kings of Indigo revolves around high quality, low impact and transparency. “High quality” means building denim that’s durable and timeless. We carefully source fabrics like organic and recycled cotton to reduce environmental impact and work only with skilled artisans. For “low impact” we focus on every aspect of production – from material selection to resource-efficient processes, like using eco-stones and minimizing dyeing chemicals. “Transparency” is the backbone of everything we do; with tools like Tex Tracer, we map our entire supply chain, so consumers can see the journey of each piece through QR codes on hang tags. This commitment gives our customers insight into our process and reinforces our accountability to them.

How has your personal definition of success changed since the founding?
My definition of success has evolved from simply making a sustainable mark to creating a brand, that is both, impactful and financially stable. Sustainability and profitability go hand-in-hand; to make a real difference, we must operate on sound financial grounds. Today, I see success as creating high-impact, ethical fashion that resonates with our customers and stands the test of time – not just in trends, but in principles. Each challenge we overcome, shapes a stronger brand and allows us to continue innovating and expanding responsibly.

Is there a sustainable innovation or project that you are particularly proud of?
One of our most exciting projects is a groundbreaking 100% cotton stretch denim, which will debut in our autumn/winter 2025 collection. Traditionally, stretch denim relies on elastane, a synthetic material, but we’ve developed an innovative weaving technique, that gives the fabric the desired stretch without using elastane. This product is a significant step forward in reducing microplastic pollution, while maintaining the comfort and fit our customers love. It’s projects like these, that push the industry forward and we’re incredibly proud to share this as a bold new chapter for sustainable fashion.

If you weren’t working in the fashion or outdoor industry, what crazy hobby or job would you like to try?
If I weren’t in fashion, I’d probably be off on even more extreme adventures – something that pushes physical and mental limits. I’m passionate about mountain climbing, and I think it’d be incredible to pursue it full-time, exploring untouched regions and challenging myself on some of the most technical climbs. Or maybe I’d try my hand at high-altitude conservation work, combining my love for the outdoors with a focus on preserving these incredible environments. For me, the thrill of both, adventure and impact, would make it an ideal way to stay grounded while still chasing big, exciting goals.