They say, every once in while, you get a calling.
And, it's never planned.
You may resist, refuse and ignore.
But doing nothing isn't a choice.
You've seen something that just isn't right.
And, once you see, it can't be unseen.
It stays with you.
And consumes you.
Until eventually, you find yourself taking a leap.
Yet, the strange thing is, it's not even your leap.
It's humanity's.
No-one plans to change an industry.
Or the planet.
No-one wakes up and says, today l'm going to make history.
But that's exactly what we're doing.
That's our promise.
And in the future when the manufacturing of clothes and textiles has zero waste all over the world.
And when circular fashion is, normal, no big deal.
Just the way things are done.
Nobody will care how it all started.
And that's ok.
We are the pioneers.
The voice of a movement.
With the audacity to believe we can actually make a difference, We are MUD.
We fight global warming with denim.
Making the planet cooler.
Premium Circular Denim
We are the leading circular denim brand in the world. We make new denim from old denim. We rescue old jeans heading for the indignity of waste burial sites and mass burning and kindly release them from their rivets, buttons and zips. Then we shred, clean, weave new yarn and Voilà - fresh, new closed loop circular denim.
So when you’ve given your jeans all the love it can take, don’t throw them out, we’ll take them and give you a discount on your next purchase. Or try our ‘Lease A Jeans’ concept, a world first - introduced in 2013.
By using fabrics containing up-to 47% post-consumer recycled cotton along with water- and energy-saving techniques, we reduce water usage by 90% and CO2 emissions by 46.6%, making us the most sustainable denim brand in the world.
The MUD Method 👖
Recycle
By making jeans from recycled denim we avoid waste and cut down on water and CO2 use. Our jeans contain 40% recycled denim, we aim to launch the first jeans made from 100% post-consumer recycled denim.
Fair Production
If something is surprisingly cheap, someone else, somewhere in the world, is paying for it. That’s why we keep our supply chain short. The denim experts in the factories earn above minimum wage.
Toxic-Free
Bye, old and dirty techniques used to create jeans. We eliminated PP spray, use Cradle2Cradle (C2C) indigo dye and our factory’s laundry recycles 95% of its water through reverse osmosis. Also, our paper tags are OEKO- TEX certified.
Transparent
By conducting a Life Cycle Assessment (LCA) we can share the exact environmental impact of every jeans in our collection. The LCA is carried out by Ecochain. Our frequent visits to our factories are always shared on social media and we answer all questions.
Seasonless
6 Collections a year? No. Our styles are seasonless and made to last. We want you to wear your MUD Jeans as long as possible. That’s why we make classic fits and only occasionally add a new fashionable style or colour.
Lower CO₂ impact
Every year we measure the CO2 impact of our jeans and publicly share this information. For the past 4 years we have been able to continously reduce the CO2 impact of our jeans!
Send old jeans
We take back pre-loved denim, whatever brand they are from. They just need to be made from 96% cotton or more. New customers get €10,- off their purchase or a month free lease and we’ll recycle your old jeans into new, cool denim.
Organic Cotton
Any non-recycled cotton we use is OCS-certified organic. This cotton is guaranteed to come from sources where no toxic chemicals, pesticides, or genetically modified seeds are used.
Our story has a little plot twist. Over 17 years ago our founder, Bert, was seized by a little idea. He decided to invest millions of his own capital, then spend years researching and developing his concept in the hope that, one day, he could give away all his knowledge. And here we are, MUD. We’re little Dutch brand manufacturing 0.001% of the entire 75 billion dollar global denim economy.
But here’s the twist. Bert’s not in this for the money. He wants to fight Global Warming with denim. And he wants the entire fashion industry to copy him. The fashion industry’s negative impact on the environment, exceeds that of international aviation and maritime shipping combined.
