It is one of the few brands out there that believes denim should be about denim only. Indigofera refers to the Latin name for the indigo plant, the holy grail when it comes to denim coloring. In our opinion this underlines the pureness the owners of Indigofera strive for. Their search for the old school quality standards of denim and fabrics dates back to the time their favorite labels from the past used to make nothing but the real deal. Prima jeans (the brand proposition), refers to ‘premium’