A few years ago, as a response to the heavily polluting denim industry, Dutch entrepreneur Bert van Son launched the lease concept of MUD Jeans.
The consumer can choose between buying or leasing MUD jeans: each month he pays a small fee, and after a year he can decide to either keep his jeans or to exchange his rental pair for another one.
MUD’s efforts for a circular fashion industry extend into every part of a jeans’ life:
First of all, MUD takes recycling into account from the very design. This means for instance attaching no leather labels to the back of the pants; rather, the label is printed on the inside of each pair, which facilitates the recycling process.
Clients can either buy or lease their pants. In the second case they pay a one-time membership fee of €25, and then €7,50 each month for a year. At the end of the year, the client can decide to keep his pair or to exchange it for a new one.
End of life:
All the pants that are returned are recycled or upcycled to vintage items. This is MUD’s way of avoiding waste and closing the loop.
MUD retains ownership of the cotton, encouraging customers to return their worn out jeans. Bottomline: the customers own the pants they wear, but MUD owns their resources.
In addition, MUD offers a free Repair Service to keep their customers’ jeans in perfect shape.