Everything in INDIGO · Guide
Indigo: The Best Color You're Not Decorating With
Indigo is the one color most people can't picture on demand. Ask someone to imagine red and they get there instantly. Ask for indigo and you get a pause, then usually navy.
That vagueness is the reason it works so well at home. Indigo behaves like a neutral from across a room and reveals itself as an actual color when you get close, which is a combination almost no other shade manages.
The edit
Type III Denim Jacket · A.P.C.
A.P.C.'s Type III in raw selvedge is the origin story for the whole color. Wear it for a year and the indigo fades exactly where your body moves, which no other dye does.
$245 — Buy on Amazon →Akari 1A Light · Vitra
Isamu Noguchi's Akari light is washi paper over a bamboo frame. In indigo the glow turns cold and a little strange, in a good way.
$180 — Buy on Amazon →Zipp Portable Speaker · Libratone
Libratone's Zipp wraps a speaker in wool. Indigo wool reads as furniture rather than electronics, which is the point.
$200 — Buy on Amazon →Indigo Rim Mug · Kinto
Kinto's rim mug at $24 is the cheapest entry here and the easiest way to find out whether you actually like indigo in daily use.
$24 — Buy on Amazon →
Artisan Stand Mixer · KitchenAid
The Artisan in Ink Blue changes character through the day. Clearly blue in morning light, nearly charcoal under warm bulbs at night.
$500 — Buy on Amazon →
Movie Retro Wall Clock · Jones Clocks
Midnight blue on a wall is the trick this whole guide is about. From the sofa it looks black. From two feet away it's obviously blue.
$36 — Buy on Amazon →Weekender 38mm · Timex
Timex's Weekender on an indigo nylon strap is $55 and the least serious object here, which is why it works.
$55 — Buy on Amazon →Start with the mug or the watch. Both are cheap enough to be a test rather than a commitment.
The full indigo collection is the smallest of our eight, because almost nothing is made in this color. That's rather the point.
Browse the full indigo collection →
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