8 hours ago | By WGSN Insider
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Last weekend, Tony Tonnaer, K.O.I. owner and founder opened the doors to the second edition of his RRR pop-up store in Amsterdam. Taking his sustainable credentials one step further, Tony looks to local furniture store Raw Materials (famous for its use of natural and recycled materials) to house his selection of eco-friendly denims.
Amsterdam is widely known as Europe’s denim capital, but the city is also becoming recognised for its sustainable credentials. Tony Tonnaer, owner and founder of Kings of Indigo is one of the key driving forces behind this movement. Having spent over 10 years in sustainable denim development (7 of which as Managing Director at Kuyichi) Tony has played a somewhat oversize role in the advocacy of the use of sustainable practices in denim manufacturing. Since its launch in S/S 12, Tony has established K.O.I. as one of the leaders in the use of organic and recycled cotton and most recently sustainable laundries with its Kings of Laundries program.
Continuing where K.O.I. left off last year, Tony has now launched his second edition of his RRR (Recycle, Re-use, Repair) pop-up store in Amsterdam. For 2013, Tony has tapped the good folks at Raw Materials to host a store-within-store space to help communicate his sustainable concept. The Raw Materials store is one of Amsterdam’s most-loved homeware stores, stocking a wide variety of unusual furnitures, interior accessories and decorations. Like K.O.I., the owners of Raw Materials pride themselves on craftsmanship, passion and classic design. And what’s more, both brands share the same sustainable credentials, preferring to work with natural and/or recycled materials. As you can see from the images the rustic and industrial interior of the store plays the perfect backdrop to the selection of denims on offer.
Like last years store, the main focus of the pop-up is to promote K.O.I.’s RRR concept. The program comes alive with an in-house denim technician (Lennaert Nijgh of K.O.I. and Banzak Denim Developers) to repair your broken jeans and recycling bin to donate your old wears. To increase awareness, K.O.I. are also rewarding donations with a €20 discount on a fresh new K.O.I. purchase.
The temporary space at the Raw Materials store will be open through May 12, 2013, so head over there quickly if you are in or looking to travel to Amsterdam in the coming weeks.
Raw Materials: Rozengracht 229, Jordaan, Amsterdam, The Netherlands
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