At MUD Jeans, denim is more than fabric, it’s a story of innovation, responsibility, and circular design. This year, we mark an extraordinary milestone: 12.5 years of MUD Jeans and the launch of our most circular denim yet, crafted with 55% post-consumer recycled cotton.
Why This Milestone Matters
Recycling cotton at scale has long been one of fashion’s greatest challenges. Cotton fibers weaken each time they are recycled, which is why most denim brands remain capped at 20–40% recycled content. Surpassing the 50% threshold is rare, especially when working with post-consumer recycled cotton from old, pre-loved jeans.
By achieving 55% recycled content, MUD Jeans proves that circular innovation can be both durable and refined, setting a new benchmark for sustainable denim. This breakthrough was made possible through our Take Back program, advanced fiber recovery, and high-quality spinning.
The Brooke and The Ben in Our Most Circular Fabric
To mark both our anniversary and this innovation, two of our bestselling barrel fits, The Brooke for women and The Ben for men, are now available in a refined dry indigo wash, crafted from our groundbreaking fabric with 55% post-consumer recycled cotton. Each pair is finished with copper hardware, a subtle nod to our 12.5-year milestone and a symbol of durability and timeless strength.
The Road to 100
This launch is not the end, it’s a step forward on our bold mission: the Road to 100. Our goal is denim made entirely from old jeans, eliminating the need for virgin cotton altogether. Achieving 100% post-consumer recycled denim will mark a turning point for the fashion industry, showing that true circularity is not only possible but scalable.
Circular by Design
Since 2012, MUD Jeans has pioneered a circular system where denim never goes to waste:
- Customers return worn-out jeans through the Take Back program.
- Fabrics are shredded, cleaned, and spun into new yarn.
- New jeans are woven, worn, loved, repaired, and eventually recycled again.
This closed loop reduces CO₂ emissions by 47%, saves up to 90% water compared to industry standards, and dramatically cuts textile waste.
Looking Ahead
As the world’s first circular denim brand and a proud Certified B Corporation, MUD Jeans continues to lead the way in sustainable denim innovation. With over 300 retail partners in 16 countries and a thriving online community, we remain committed to inspiring a fashion system that is waste-free, responsible, and stylish.
