The Blue Willi's Concept is built on "the Blue Story" - the Story about the blue colour.

Indigo is natures own blue colour dye, a living colour which has been used for more than 4000 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 from 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 as a living colour 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 outler layer of the indigo colour to dissapear and start to assume the white colour 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 collection of Indigo knitwear in many different shades.

The core products of Blue Willi's are being produced from 100% pure natural materials. Exqusite qualities within cotton, linens, silk and wool are our preferred materials in every collection.

The clothes from Blue Willi's are unique because we, due to extensive product development and know-how, have learned to utilize the great advantages that are connected with the work of natures own materials.

Blue Willi's is being characterized by being a company that knows no boundaries and is in the forefront of product knowledge and development. Maximizing comfort from pure natural materials of nature is always our highest priority.

We still maintain our core values which say that all our products can be laundered in the washing machine and should be tumle-dried for best comfort.

Blue Willi's collection has been targeted to men and women with a certain lifestyle. We aim to produce quality clothing that is appealing to peolple with a certain attitude to life.

We endavor to produce clothes that are preactical to care for, clothes that are comfortable to wear and can be machine washed and dried allowing you more time to realx.

At Blue Willi's we have a strong focus on details that promote and create the general impression of timeless quality.