#28 Tony Tonnaer, CEO and founder of Kings Of Indigo (Sustainable Denim Brand)
This week we’re meeting with Tony Tonnaer, he’s the CEO and founder of Kings of Indigo. Based in Amsterdam, Tony launched his own sustainable denim brand after working several years in denim companies. When he started in 2011, sustainability was not a hot topic at the time, but as a pioneer, he challenged himself to conciliate both good quality products and innovation. By choosing only organic or recycled materials, he’s made circularity and social fairness his top priorities.
Doing less is doing better. And that’s totally how he plans the future as he’s aiming to work more on cradle to cradle and to reduce his environmental impact.
Today, he explains to us how he convinced consumers to buy sustainable products through communication and what’s its approach on circular fashion.
CONTENT TO FIND YOUR WAY IN THE EPISODE
0:50 : Tony presents himself
1:45 : What does sustainable fashion mean to him
2:30 : How did he manage to work in sustainability
3:50 : What’s the difference between a sustainable product and a conventional product
8:00 : How does he communicate with the client
10:00 : What does he think about the standardization policy problem
12:00 : His relationship with Première Vision
13:00 : What’s the biggest step forward in terms of sustainability for denim
15:10 : What have been the key success factors of Kings Of Indigo
18:45 : The vision for Kings of Indigo in terms of sustainability
20:50 : His approach on the logistic of circular fashion
26:00 : What is his advice for the young designers ?
27:50 : What doesTony want to close the door to in our industry
28:00 : What does he look at to get inspired
28:10 : What is the last piece of clothes he bought
28:20 : Who he would like to listen to in this podcast
KEY LEARNINGS
« At the beginning, we wanted to make people unconsciously conscious. »
« I thought it was a great challenge to change the consumer’s mind, as well as the retailer and the factories. »
« If you’re being transparent to the consumer, I believe they buy the story. »
« The future of fashion is not sustainability, it’s circular approach of fashion. »
« One of the goals was also to show our industry that you can make a great affordable quality product which is cool and fits very well. All of the bigger brands and smaller brands are starting to follow this rule. »
WHERE TO FIND KINGS OF INDIGO :
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