MUD Jeans The Netherlands
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MUD Jeans is the first circular denim brand in the world. The company is on a mission to prove the world that jeans can be made circular. MUD Jeans stand for minimum depletion of resources and maximum re-use. By offering jeans that look good and that are recycled eternally, the brand cuts down on water, CO2 and fully eliminates waste.
In 2012 Bert van Son founded the company. His 30 years’ experience in the fashion industry made him realise how dirty and unfair the industry is most of the time. He has witnessed that life for factory workers is extremely demanding, and that it makes great demands of nature. And decided this was something he wanted to change. Together with his team, Bert transformed MUD Jeans into an exemplary company, consistently putting circular economy principles into practice. At the moment the brand already uses 40% post-consumer recycled cotton in their jeans. Together with Saxion University and Circle Economy new techniques are developed to make the first jeans from 100% recycled denim. MUD Jeans aims to make good quality, ethical jeans available to more people. The jeans hit about every box on the ethical checklis (vegan, fair, GOTS), but wants to take it one step further. In 2013, MUD Jeans launched the pioneering Lease A Jeans system. This system ensures that MUD Jeans keeps hold of the valuable fibres and that every garment comes back to get recycled. In the near future, the lease system will be available for retailers. Giving stores the possibility to offer every pair of the MUD Jeans collection for lease, while not having to stock the full range of products. Transparency is key to MUD Jeans. Together with Ecochain a Life Cycle Assessment was conducted. Compared to industry standards MUD Jeans saves 92% water, 67% CO2 and 49% Land Use. As a frontrunner in circular denim the brand shared their practices in an extended Sustainability Report. MUD Jeans is a Certified B Corp since 2014, ranking in the top 5 highest B Corps in the Netherlands. In October 2020 MUD Jeans was awarded as Sustainable Retailer of the Year. Contact Jorrit to hear more about the Never Out Of Stock system of the high quality mens and womens denim products.