Dutch denim brand Mud Jeans is undergoing a rebranding, placing style, fashion, and desirability at the forefront. The denim label recently opened its first flagship store in the center of Amsterdam, subtly showcasing the brand's new direction. It has also taken root in small-scale multibrand concept stores across the UK and Ireland, and has...
Feb 11, 2025
The circular pioneers MUD Jeans and HMS have joint forces to create the most circular denim. As the world's first circular denim brand, MUD Jeans already creates products containing up to 40% post-consumer recycled cotton. Nevertheless, this collaboration aims to show that there is more to circularity and sustainability than the materials in the...
Oct 17, 2023
Amidst the urgent call to address climate change, the latest report from the Intergovernmental Panel on Climate Change highlights it as the greatest health crisis of our time. Ignoring the issue is no longer an option. The evidence is mounting, compelling us to take immediate action Jordan Kelly, brand marketing manager for sustainable toilet...
Jun 25, 2023
In an industry that thrives from constant change, a handful of fashion brands have broken away from convention to refine timeless apparel collections. Their seasonless business models proved notably resilient during the pandemic when many clothing companies suffered from overstock and supply chain woes. Could they serve as a viable alternative...
Jun 5, 2023
Mud Jeans has been a pioneer when it comes to sustainability for years. But how do you make sustainable steps as a fashion brand? CEO and founder Bert van Son talks in the podcast of 'Speaking of Sustainability - The Impact Show' about how data can help support sustainable claims, what it means to be a truly sustainable fashion brand, why...
Dec 1, 2022
To combat the growing textile mountain in the Netherlands, Mud Jeans and Saxion University of Applied Sciences developed the world's first fully circular jeans. In the production of the prototype, only the fibres of worn trousers were used to create the jeans, according to a press release. As recycled yarns are more difficult to process than...
Jun 23, 2022
More and more eco-conscious innovations are seeing the light of day and the circular economy is surely one of them. The fashion industry is used to a linear production, which by definition ends with garments in landfills. But many shifts have occurred over the last few years to offer a more sustainable and ethical approach to a product’s life....
Oct 26, 2021
Classic, timeless and permanent collections - could that be a promising concept for the rapidly changing fashion industry? Dutch denim pioneer Mud Jeans shows how it could indeed. In this mini series, three brands from different segments reveal more about their never-out-of-stock (NOOS) system. For this episode, we spoke to sustainable label Mud...
Sep 1, 2021
Doubling revenue in challenging times shows momentum for circular jeans. The Netherlands, – The demand for circular jeans is increasing. This positive movement is in line with the goals set by the Paris Climate Agreement. The Netherlands aims to be fully circular by 2050. Currently, only 1 percent of clothing worldwide is recycled into new...
Mar 10, 2021
Amsterdam - The denim market remains one of the ‘dirtiest’ areas within the fashion industry, as it takes more than 7,000 litres of water to create a single pair of jeans as well as numerous dyes and potentially harmful chemicals. With over 2 billion pairs of jeans being made a year and the limitation on the available resources vastly...
Oct 30, 2017
Nordstrom was dragged into the spotlight for all the wrong reasons this week. The retailer found themselves in hot water after a social media firestorm unleashed over their 425 dollar "mud" jeans from PRPS. The jeans are described on the website as "Heavily distressed medium-blue denim jeans in a comfortable straight-leg fit embody rugged,...
Apr 26, 2017