Mission:
Contributes to transition:
Contributes to SDG(s):
Currently, up to 40% of the raw materials used in MUD's jeans consist of post-consumer recycled material - or fabrics that have actually been worn and reused. No cutting waste (pre-consumer) is used. Thanks to an investment from PDENH, MUD Jeans aims to increase this percentage to 65% by 2025 and 100% by 2026.
MUD Jeans has developed an advanced recycling process whereby worn jeans are recycled into new denim fabric. Customers can return their old jeans, after which the fibres are reused in new products. This circular approach drastically reduces the use of new cotton, leading to significant savings in water, energy and carbon emissions. Moreover, at MUD Jeans, customers can opt for a unique ‘lease-a-jeans’ model: for a fixed amount per month, they contribute to a sustainable fashion industry.
MUD Jeans' innovative approach is having a positive impact on the region and beyond:
● CO₂ reduction: using recycled cotton saves 47% of CO₂: more than 250 tonnes of CO₂ emissions annually.
● Water savings: The production of a new pair of jeans requires an average of 7,000 litres of water. MUD Jeans saves up to 94% (MUD uses between 400-500 litres) on water consumption with its circular process. Per year, this amounts to about 50 million litres of water. That is equivalent to showering about 830,000 times.
● Awareness and behavioural change: through the leasing concept, customers are encouraged to be aware of their clothing consumption and see that recycling is possible.
MUD Jeans' ability to grow and innovate has been made possible by collaborating with various partners, including recycling companies, textile experts and investment fund PDENH. The financial support allowed the company to further optimise its recycling process and expand into new markets such as Scandinavia, Spain and the UK. Thus, MUD Jeans shows that sustainable, stylish fashion is not only necessary, but also economically feasible and innovative.
MUD Jeans proves that circularity is the future: with innovative technologies, a clear mission, a strong focus on impact and a highly attractive collection, the company is building a sustainable fashion world without waste.
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