Consumers often rely on third parties to verify sustainability claims as greenwashing becomes common in the fashion industry.

The Kings of Indigo, a denim brand, have just received a seal of approval from Good On You which is a consumer-facing platform that assesses brands based on their impact on people, planet and animals. The company gave the Amsterdam based Kings of Indigo a 4 out of 5 overall ratings.

On the brand's website, they wrote that the Good On You score felt like a crowning achievement for them, not only because it means that they are now a part of Good On You best in class section but being a true planet-friendly brand. They have further written how a truly planet-friendly brand does not just mean keeping up with the development of sustainable fashion to make their products better but also leads the change.

Good On You has assessed over 2,000 fashion brands. Once the brand was given a high rating they were also informed of the two areas they could show further improvement which was people and animals. Kings of Indigo on the other hand have already started putting in efforts to improve both these categories. The company also declares by 2021 it would have adjusted its worker’s wages to account for the cost of education and savings. The company further declares to obtain a 2020 sustainability report that will continue research on living wages, request detailed opening costing from suppliers and participate in the Fair Wear living wage incubator 2.0 in order to achieve its goal.

The reason behind the deduction of rating concerning the animal category is because the company uses sheep’s wool in some of its collection, though it is 100% recyclable it cannot be considered a vegan company.

Kings of Indigo are committed to staying a set above sustainable practices and have been certified by the Global Organic Textile Standard (GOTS), OEKO-TEX, OCS100 and GOTS. Its latest sustainability report shows these certifications as well as its reduction in energy consumption like water, chemicals and electricity. Out of the 82 jeans styles in the company's SS 2020 collection, half are measured to have no or very low impact on the environment.