MUD Jeans is a denim brand that is turning the entire industry upside down. It’s a masterclass in circularity in itself. In 2013, the company introduced the Lease A Jeans concept that’s about using instead of owning. You lease a pair of jeans and when they wear out, you hand them in so they can be recycled and you receive a new pair. For a monthly fee, the denim brand makes sure you always have a quality pair of jeans in your closet. If you’re really attached to your jeans, the company offers a free repair service. On top of that, if you’re not willing to commit to a jeans subscription, MUD Jeans also offers regular sales.
With its circular denim, MUD Jeans is radically changing the fashion industry and reducing carbon emissions. The company has already been carbon neutral since 2016 and is now heading towards becoming carbon positive. It achieved this major milestone by working with a small and responsible supply chain and has been critical from the start in every aspect of its business. The brand didn’t sit still after achieving this and is still implementing ways to stay ahead of its competitors and pave the way for more sustainable and circular fashion. In terms of material use, MUD Jeans is doing an amazing job. Its denim mostly consists of 60-75% organic cotton and is supplemented with recycled cotton. In order to strengthen the jeans, it does use elastane and polyester core stitching yarn, but by retaining the synthetic content to under 4%, the jeans are still recyclable. The innovative brand is working on an ambitious goal of producing a jeans fabric that’s 100% recycled and 100% recyclable.
MUD Jeans is moving towards completely waste-free production. The company doesn’t do seasons and therefore never overproduces and never has excess stock to get rid of. Shipping of its products is totally free of polybags and harmful chemicals are almost completely removed from its production process. The little amount of chemicals MUD Jeans still use are non-toxic and certified with the Nordic Swan Ecolabel. The company is fully PETA approved vegan, so no animal products are used to produce its jeans.
Working with a small supply chain of only three partners also allows MUD Jeans to monitor and improve labor rights efficiently. The company is now making improvements towards a living wage for everyone working on MUD Jeans products, and is also a B Corporation.
The only minor point of improvement we have to note, is that MUD Jeans hasn’t mapped its energy use and carbon emissions yet, which would open the door to a more data-driven way of reducing its footprint. However, the company is working on this and aims to achieve this in 2020. When it does, it will most likely achieve its wildest dream of carbon positivity by 2025. Frankly, if you really need a new pair of jeans and want to support a brand doing great things, we cannot recommend anything better than MUD Jeans.