BEHIND THE BRAND: MUD JEANS
Eco-Friendly. Organic.
What if we all clean up our own mess? This simple idea is the start of the MUD way of thinking. This is the circular economy.
As a 23-year-old Bert van Son, CEO of MUD Jeans moved to China to work in the textile industry. His 30 years experience in the fashion industry made him see the impact fast fashion has on the environment and its factory workers and made him believe that there is an alternative way.
MUD Jeans allows customers to shop guilt-free and do good for the environment while looking fashionable and modern. The company won several awards, such as the Sustainability Leadership Award and the Peta Vegan Awards. MUD Jeans is the only brand that works completely according to the principles of the circular economy.
In the circular economy, products are designed to be reused easily. That’s why MUD don’t use leather labels, but printed ones instead.
RECYCLEWorn out jeans are shredded, cut into pieces and blended with virgin cotton This is how a new denim yarn is born.
UPCYCLEReturned jeans are upcycled and sold as unique vintage pairs. The jeans are named after the former user.
PRODUCEMUD doesn’t use conventional cotton. Their mills are BCI and GOTS certified. Also, they are a member of the Young Designer Programme of Fair Wear Foundation. The production of a pair of MUD jeans uses 78% less water than the production of a pair of regular jeans and produces 61% CO2 emissions.
USE & RETURNYour adventures shape the character of (y)our jeans. Take them wherever you go, but send them back at the end of use.
In the words of MUD:"We don't want you to keep unworn jeans in your wardrobe: To us, it doesn't make sense to keep the jeans you don’t longer wear in your wardrobe. Nor does it make sense to throw them away. We all know that our resources aren’t unlimited, that’s why we have to be smart. The circular economy comes with a solution. In the circular economy, waste is seen as a source of growth to make something new. We like the idea. That’s why we create new jeans from our old jeans. The best part is that we make an environmental impact by cutting back on resource consumption."