Tony Tonnaer, King of Inspiration at Kings of Indigo (K.O.I)
Today is the second day of Bread & Butter trade fair. What’s your impression so far?
I’m more than satisfied. Yesterday we had more visitors on the stand than last time in our shop. I like the energy here. There are a lot of people. I like the mix of brands in the L.O.C.K. area. This is our world, the brands around here are exactly the ones I want next to K.O.I in the shops. I like the evening program as well. The opening party was nice, the opening of the blue yard in the 14 oz. store was great. This is our denim world. I feel like I’m in my element - like a koi in water.
What do you think about Karl-Heinz Müller’s new plans – opening the trade fair to the public?
I like it. I think the whole retail, wholesale, production and consumer are coming closer together with the internet, with new webshops, blogs. That is a new system. Why not bring everybody together? We are here in Berlin, my consumers are here too. Why not to talk to them? I’m here anyway.
But then you have a lot talking to do...
I don’t care because I cannot stop talking about K.O.I. I think the direct communication to my consumer is great. I can tell them the K.O.I story, I can show them products and I can send them to the retailers. I will have additional business, so it’s good marketing, I think. And fun. Because Berlin is fun. A lot of people will come here because Berlin is the city to go to. If Karl Heinz Müller manages to set up a good entertainment and lifestyle program, people will come. And if he could create a Rose Bowl (editor's note: best fleamarket for denim in the world, near L.A.) in Berlin then that would be absolutely amazing!
K.O.I @ Bread & Butter Berlin / January 2014
