BLUE FRIDAY

BLUE FRIDAY: CLEAN JEANS FOR YOU, CLEAN WATER FOR THEM.


It’s sometimes shocking to us from our sustainability bubble that while we are working hard to clean up the industry, a world of fast fashion runs parallel to ours. Fortunately, the last couple of years we’ve seen many brands stand up against Black Friday weekend - a consumerist ‘holiday’ to make consumers spend, spend, spend, seemingly for less, but at what cost?

Look, everyone loves a good deal every now and again. We’re no stranger to sale. The problem we have with Black Friday is the pressure it puts on consumers to make impulsive and irrational choices. During this one weekend, an immense amount of money is spent on things people simply don’t need.  

Which is why in 2018 we decided to do things different and we teamed up with the Made Blue Foundation to make it so that every pair of jeans purchased on our website during the Black Friday weekend, came with a clean water donation. In one weekend, we were able to donate 4.200.000 liters of water to countries in developing countries.
In 2019 we doubled  that figure, and this year -being the ambitious brand we are- we’d like to donate 20.000.000 litres.
Are you in?


This year let’s try and double that figure with your help. For every denim purchased, we will donate 100.000 liters of water, which would allow 4.300 people to drink safely.  

It’s unrealistic for us all to renounce our material objects and it is not our aim to make anyone feel guilty if you do buy something with a discount. What we hope to encourage is a slower mindset when it comes to consumption. Be critical of the brands you love, be curious about the production process, the materials used, the living conditions of those who make your clothes.

Taking part? Let us know by using #kingsofindigo and #bluefriday on social!

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Rest assured, we don’t want to make anyone feel guilty for buying cool stuff with a discount. We just hope to encourage a slower mindset when it comes to consumption. Be critical of the brands you love, be curious about the production process and demand fair living conditions for the people who make your clothes.

Only this weekend: you buy denim, we donate 100.000 litres of water!