Bert van Son founded MUD Jeans. With over 30 years’ experience in the fashion industry he has seen it all. He witnessed that life for factory workers is extremely demanding, and that the endless demands for material, due to exploded production, are ruining our planet. He wanted to do things differently. Bert believes that having fun without destroying the earth and its resources is possible. Together with his team, Bert transformed MUD Jeans into an exemplary circular fashion company, introducing the pioneering Lease a jeans model in 2013 and consistently putting the circular economy principles into practice.
Why jeans? Well, 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 Jeans is the world’s first circular denim brand. By applying the principles of the circular economy, the brand is reducing their environmental footprint. With a team of world-class experts in recycling the brand manages to close their own loop. Their new jeans contain up to 40% post-consumer recycled denim. The highest percentage out there.