Create value from waste
Pursue efficient use of materials
Jeans are one of the most polluting items in fashion. Using 7.000 litres of water and nasty chemicals. With over 200.000 million jeans being sold yearly, the impact of recycling jeans and using organic cotton can be huge.
Mud Jean is the world’s first circular denim brand. By applying the principles of the circular economy the company is reducing its environmental footprint.
MUD has turned the ‘make, buy, wear, bin’ fashion model on its head. Customers rent the jeans and return them to MUD when the denim is worn out. MUD can then repair the jeans or recycle them – they’re not burnt or tossed into landfill. MUD also uses renewable energy and innovative technology to clean up the toxic production process widely used in denim manufacture.
Value creation and delivery
Jeans are made from natural materials; organic and recycled cotton. No pesticides are being used,
Every pair of MUD Jeans is recycled into a new MUD Jeans, leaving no waste and using 92% less water than an average jeans.
MUD lease jeans made from 40% recycled denim and 60% organic cotton for a monthly fee. Free repairs are included during the leasing period.
After leasing for a year, you have three options:
If the jeans are in good condition, they’re cleaned, repaired if necessary, and sold as vintage pieces. As MUD is quick to point out, while competitors spend time, money, and energy creating a ‘vintage’ look for their products, returned jeans have developed this style naturally. Jeans beyond repair are returned to the denim manufacturer to be recycled and put back into the system.
MUD’s business model doesn’t just help the environment.
They work with their manufacturers to ensure: