The BLUE WILLI’S concept is built on “the Blue Story” – the story about the blue color. The brand is built on quality, and tradition. Indigo is natures own blue color dye, a living color which has been used for more 4,000 years. Among others, the Egyptians used it for cave painting. To this day, the Tuareg nomads in Africa still dye their clothes with indigo. Since antiquity they have extracted the blue dye from the herb woad and for the tropical plant Indigofera Tinctoria.
Our Indigo knitwear is made with yarns dyed with this very same indigo dye – nature’s tradition. The universal appeal that Indigo has a living color is based on the ability to fade gradually and naturally with wear – much like the process we know from our blue jeans. On the most exposed areas, the wear and washing of the clothing will cause the outer layer of the indigo color to disappear and start to assume the white color from the core of the yarn.
Over a period of several years the clothes will leave the signature of the owner’s natural wear, thus allowing the clothes to age and mature their beauty. Blue Willi’s presents, as one of the few producers in the world, a concept collecition of Indigo knitwear in many different shades.
