Named an “emerging innovator” by the foundation, Mud Jeans specializes in organic and recycled denim. The Dutch brand takes back old jeans, and through an innovative recycling method, gives them a second life. The process ensures that all raw materials are reused and that waste is eliminated.
Along with a free repair service and circular and reusable packaging, Mud Jeans also reduces its carbon footprint by using a closed-loop water stream for production and Cradle-to-Cradle indigo dye from DyStar.
The brand is known for its “Lease A Jeans” program that allows members to pay a low monthly fee for a pair of jeans. When the jeans are worn out, or if the consumer feels like a change, they can send in the garment and switch to a new pair. Mud Jeans then recycles the old pairs.
As part of its pledge to the foundation, Mud Jeans set 2020 goals to develop a jeans fabric that is made of 100 percent recycled post-consumer textile fibers and to make 50 percent of rivets, buttons and zippers recyclable. The company is also researching 100 percent cellulose-based fabrics.
Mud Jeans is one of four new companies to join the Ellen Macarthur Foundation, including Du Pont Biomaterials, Lucart and Procter & Gamble. Existing members include C&A, H&M, Bestseller and Marks and Spencer.
The foundation supports organizations’ efforts to develop new sustainable opportunities and helps them realize their goals for a circular economy faster. In order to be eligible, CE100 applicants should have an innovative business model and product design, renewable energy systems and additional projects designed to accelerate a circular economy.
Emerging innovators are businesses with a turnover of less than $20 million, but are believed to be trailblazers in the sustainability sphere.