The brand sits at the convergence of three influences
American heritage gave denim its spirit, pioneering, independent, made to break the rules. The willingness to do things differently.
Japanese craftsmanship gave it discipline, precision and detail in every seam.
Where responsibility and transparency shape the future of apparel. Every KOI garment can be traced from fibre to finished piece, because accountability starts with visibility.
Founded in Amsterdam
Natural fibres across our 2025 collections
Repair warranty on every pair of jeans
Production countries, fully mapped
Sebastian Proft
CEO
Rebuilding, upstream
When KOI came to a standstill, many considered it too difficult or too risky to revive.
I felt the opposite. I saw a brand with a maverick core - a spirit that challenged conventions in denim, sustainability, and design long before the industry was ready for it. Restarting KOI was not only a business decision. It was a continuation of what has always driven me.
I believe good business and good values should not be competing goals.
KOI embodies this idea: you can stay true to an upstream spirit and still grow responsibly.
What makes us different
Sustainability was never a trend for us. You can make a pair of jeans for five or six dollars. That was never the point. The point was always to make something better, something meaningful.
Being a responsible brand also means recognising where we're not yet perfect. Sustainability is a continuous process, not a finished destination, something we test, question, and improve over time.
- To be worn upstream.
- To be worn with purpose.
- To be worn for the long run.
Crafting a legacy of sustainability, transparency, and perseverance
Denim by heart
Forever pioneers
Right to know where and how your clothes are made.
We create the highest quality denim, with the lowest impact.
Got a rip in your jeans or lost a button? No problem! We've got you covered worldwide.
Scan the QR on any label to follow your garment from fibre to finished piece.
