Dutchman Tony Tonnaer has spent more than 15 years doing his part in making our shared denim addiction less harmful to the planet.

After falling in love with denim during his time at Pepe Jeans in the early 00s, he became the CEO of Kuyichi, one of the brands that pioneered a more sustainable approach to making blue jeans.

In 2010, Tony decided it was time to branch out on his own. That’s when he created KOI, also known as Kings of Indigo. Not long after, at the 2011 Bread and Butter summer show in Berlin, Tony presented his brand to the world.

In this episode of the podcast, Tony and Thomas talk about the philosophy behind Kings of Indigo and how jeans can be more sustainable.