From day one, we’ve been on a mission to create a zero-waste fashion production process without compromising on design, comfort, or fit. In 2015, MUD Jeans became a B Corp, meeting the high standards for social and environmental performance. In this article, we take a moment to reflect on our journey and how we're continuing to push ourselves to be the best B Corp we can be.
First things first: what does B Corp stand for?
‘B Corp’ stands for 'Benefit For All'. It is a certification from the non-profit organisation B Lab for companies that meet high standards of social and environmental performance, public transparency, and legal accountability to balance profit and purpose. In other words, companies that do good while doing business. Companies that achieve the B Corp Certification meet high standards in the following areas: customers, community, governance, workers, and environment. To complete the certification, companies legally embedded their commitment to purpose beyond profit in their company articles.
Why does B Corp matter?
The B Corp Certification requires companies to prove they’re making a real difference when it comes to social and environmental performance, accountability, and transparency. B Corps use profit and growth as a means to a greater end.
But that's not the only reason why B Corp matter. The so-called ‘B Corps’ form a community of leaders and set the gold standard for good business. They also inspire other businesses to make a positive impact in order to change the economic system and build a more inclusive and sustainable economy.
Fun fact: The first 82 B Corporations were certified in 2007.
Back to the roots: how MUD Jeans received the B Corp certification
To us, the B Corp Certification matters because it clearly aligns with our commitment to creating the most sustainable fashion production process with closed-loop circular design, fair production, sustainable materials, and the use of less water. And that’s why we started our journey to receive the B Corp Certification back in 2014.
But that was easier said than done. To receive the B Corp Certification, we had to undergo an incredibly detailed and full-length assessment. It required us to think about the impact of our decisions on workers, customers, suppliers, the community, and the environment. We also had to achieve a minimum verified score: only if a company scores over 80 points out of a maximum of 200, is eligible to become a B Corp. It took several months, but ultimately, we became a certified B Corp in January 2015 with a score of 91.2!
Leading the way: the highest-rated B Corp in ‘Environment’
Being a B Corp does not end the story. Companies must continually improve their operations to keep their certification, with recertification every 3 years. In 2020, we completed a reassessment and improved our score from 91.2 to 124.7 points. In 2022, we were awarded by B Lab as ‘Best for the World’ in the ‘Environment’ category, meaning our score was in the global top 5% in this category. After that, we completed the recertification process once again and continue to be a certified B Corp.
Operating as a B Corp: walking the talk every day
Every day, we are committed to being better for the world. We are proud of the following aspects:
1. Recycling old jeans
We take back worn-out jeans for recycling and use the fibres to make new jeans. We take our responsibility as a brand and prevent our products from ending up in landfills. Recycling old jeans also reduces our environmental impact by minimising the need for new cotton production.
Good to know: Do you have a worn-out pair of jeans? Give it to us, and you’ll receive €10 discount on your new jeans. The only condition is that the item is made of at least 96% cotton.
2. Lease a Jeans
To further promote the closed-loop recycling approach, we have introduced our ‘Lease a Jeans’ concept. This unique system allows you to rent a pair of jeans for a small monthly fee instead of buying it. After twelve months, you can choose to return the jeans, swap it for another one or keep it.
3. Less harmful production techniques
We are constantly innovating to improve our production process by using less harmful techniques. For example, we use laser and ozone instead of PP spray, chlorine and stone washing. In addition, a new foam dyeing technique invented by Tejidos Royo, a Spanish fabric manufacturer with a sustainable spirit, saves 100% of the water and uses 86% fewer chemicals. And with success, because we consume 90% less water and emit 75% less CO₂ than the industry standard. You can read more about it in our sustainability report.
4. The first 100% post-consumer recycled jeans
In 2019, we launched the ‘Road to 100’ project. Our goal is to make a pair of jeans made from 100% post-consumer recycled cotton. In other words, to make new jeans without using any new cotton. Through ongoing research, we have achieved major milestones in this project and are working closely with our partners to make this a reality.
Watch: Learn more about sustainability and the journey in our mini-documentary series on YouTube.
5. Small and transparent supply chain
We keep our supply chain small and transparent so that we can maintain close relationships with all our partners. Through these partnerships and a Code of Conduct, we ensure that everyone who is involved in the making of our jeans is treated fairly and works in a healthy environment.
What’s next? Where we want to improve
There is always room to grow, and at MUD Jeans, we aim to choose progress over comfort. That’s why we’re constantly improving ourselves. This is what we want to achieve:
1. Employee well-being
Making circular jeans means having a sustainable approach to work. So sometimes, we need time to breathe, step back, and celebrate in order to make a positive impact. We also want to give our team the time for personal growth. At MUD Jeans, we will continue to increase the opportunities for our team to develop their skill set, language skills, and know-how for better employee well-being.
2. Positive environmental impact
Our second improvement goal is to have a positive impact on the environment. First, we want to replace the remaining organic cotton we use in our jeans with recycled cotton. And we want to do a better job of advocating for policy change. Particularly around Extended Producer Responsibility, a policy approach where producers are given the financial or physical responsibility over their used products. We also want to get a better idea of where we stand in terms of waste production and circularity by measuring these aspects across our supply chain.
3. Diversity and inclusion
Finally, we want to continue to make MUD Jeans the most inclusive and diverse company it can be. Not only in our product offering, but also in our supply chain and the content we create.
4. Road to 100 New Milestone
In 2025, we expect to reach a new milestone in the percentage of recycled content used in our commercially available jeans.
Support us as a B Corp by buying sustainable jeans
Being a B Corp isn’t a destination—it’s a journey. And for us, the journey is not ending. But we can’t do it alone. Every time you choose B Corp brands, you’re voting for a better world. And together, we can change the fashion industry. By supporting us by buying sustainable jeans, we can make a difference.
