MUD Jeans is a denim brand based in
the Netherlands that specializes in
sustainable
Specific definitions of sustainability are difficult to agree on and have varied in the literature and over time. The concept of sustainability can be used to guide decisions at the global, national, and individual levels (e.g. sustainable livin ...
and
fair trade
Fair trade is an arrangement designed to help producers in developing countries achieve sustainable and equitable trade relationships. The fair trade movement combines the payment of higher prices to exporters with improved social and enviro ...
certified products. The company adheres to the principles of the
circular economy
A circular economy (also referred to as circularity and CE) is a model of production and consumption, which involves sharing, leasing, reusing, repairing, refurbishing and recycling existing materials and products as long as possible. CE aims ...
and utilizes 40%
recycled
Recycling is the process of converting waste materials into new materials and objects. The recovery of energy from waste materials is often included in this concept. The recyclability of a material depends on its ability to reacquire the p ...
content in its jeans, with the material sourced from discarded denim. The main business concept of MUD Jeans is to lease its products to consumers for a period of one year, after which they can choose to switch them for another pair and continue leasing, return them for recycling or
upcycling, or keep them. This concept, known as Lease A Jeans, was launched in 2013 and includes free unlimited repair services.
History
The company was re-launched by Bert van Son after acquiring the brand in 2012. Bert van Son had a new vision for the company and decided to invest in MUD Jeans. From May 2016 to August 2018, MUD Jeans was headquartered in
Almere, The Netherlands. In September 2018, the "MUDquarters" relocated to Laren, Netherlands at the Groene Afslag.
Lease A Jeans
The 'Lease A Jeans' concept was launched in 2013. With this concept, MUD Jeans follows a circular economy where the mindset of the consumer changes from owing to using. The concept also promotes the return of the jeans, which will stimulate the recycling process. According to the Ellen MacArthur Foundation, Bert van Son came to notice that in order to promote the return of jeans he has to avoid selling it in the first place.
The consumer can lease a jeans for a period of one year. Around the eleventh month of the consumer's lease contract, MUD Jeans gives the consumer three choices concerning the jeans:
# Switch the current jeans for another pair and continue leasing the new pair of jeans. The old pair will be recycled or sold as vintage depending on the condition of the jeans.
# Return the jeans without receiving a new pair. The old pair will be recycled or sold as vintage depending on the condition of the jeans.
# Keep the jeans. After the 12 months of monthly payments, the consumer has paid off the amount