K.O.I stands for Kings Of Indigo, making jeans with a great fit and a conscience. K.O.I. is a Japanese carp, a century old sign representing luck, love and perseverance. K.O.I. mixes American authentic heritage with a fresh Japanese eye for detail and quality.

The Kings of Indigo started their adventure in an Amsterdam attic in mid 2010. Three denim heads with a passion for the product decided to ignore the financial climate and start a new denim brand.The first collection was successfully launched at Bread & Butter in Berlin in July 2011.
The name K.O.I comes from founder Tony Tonnaers’ favorite tattoo, a koi fish on his right shoulder in remembrance of his mother.
Koi fish are intelligent creatures and they tend to swim against the stream which is a strong metaphor for the rebellion that comes with a denim lifestyle.