Frontrunners in Circular Denim
We’re the world’s first circular denim brand. By applying the principles of the circular economy we’re reducing our environmental footprint.
Our Sustainability Pillars
153.109.440 L
We saved 153 million litres of water in 2023
1.394.079
We avoided 1.4 million kilos of CO2emissions in 2023
24.108
We saved 24.108 jeans from landfill and incineration in 2023
Sustainability Report 2023 / 2024
Water: To produce one pair of MUD Jeans we use 460 litres of water. Through our annual Lifecycle Analysis we know that, by using recycled cotton, recycled water & water-saving production techniques, your jeans save 87% water.
CO2: Producing one pair of MUD Jeans emits 3.5 kg of CO2. Through our annual Lifecycle Analysis we know that, by using recycled cotton, renewable energy & energy-saving production techniques, your jeans save 89% CO2.
Recycling: With our take-back scheme we collect jeans that consist of at least 96% cotton. In collaboration with the denim experts at Recover and Tejidos Royo in Valencia new denim fabrics are made, containing up to 55% post-consumer recycled cotton.
How We Calculate Our Impact
To estimate savings, we use industry-average benchmarks from peer-reviewed literature on denim production (Karthik et al., 2017; Zhao et al., 2021; Hossain et al., 2025). These sources report average impacts of 33 kg CO₂e and 3,700 L of water per pair of jeans, which are used to model the baseline scenario.
The baseline scenario represents average industry impacts and is calculated by multiplying these values by MUD’s total units produced (47,256):
Baseline scenario
Water: 3,700 L × 47,256 =174,847,200 L
CO₂: 33 kg × 47,256 =1,559,448 kg CO₂e
The actual scenario is based on third-party LCA results for MUD Jeans. In 2023, each pair used 460 L of water and emitted 3.5 kg CO₂e:
Actual scenario
Water: 460 L × 47,256 =21,737,760 L
CO₂: 3.5 kg × 47,256 =165,369 kg CO₂e
Savings (baseline − actual)
Water:153,109,440 L
CO₂:1,394,079 kg CO₂e
Per-pair savings
Water: 3,240 L (87%)
CO₂: 29.5 kg CO₂e (89%)
*These figures are model-based estimates. Environmental impact data involves many variables, and results are therefore not absolute. The calculations approximate reality but cannot fully reproduce it. The results indicate where MUD may sit within the denim industry and are not intended to imply superiority over other brands.
Recycling jeans
With a team of world-class experts in recycling we manage to close our own loop. Our jeans contain up to 55% post-consumer recycled denim. The highest percentage out there.
We have created the first jeans made from 100% post-consumer recycled cotton.
Our 2025 Goals
Product
- Achieve 100% circularity.
- Ground 100% post-consumer recycled denim products within our collection.
- Further investigate and improve the durability of our jeans.
- Introduce elastane alternatives within our stretch denim.
People
- Increase size inclusivity across our collection.
- Increase our model diversity across the website and social media.
- Introduce special design jeans for jeans wearers with disabilities.
Environment
- Assist all of our supply chain partners in their transition to renewable energy.
- Make use of all 2nd choice garments.
- Quantify and reduce all types of waste generation across our supply chain partners.
Activism
- Expand our monthly webinar to a wider audience.
- Grow our Voices for Good platform on an international scale.
- Use our Earth Day Off to grow a collective volunteering event.
Product
- Achieve 100% circularity.
- Ground 100% post-consumer recycled denim products within our collection.
- Further investigate and improve the durability of our jeans.
- Introduce elastane alternatives within our stretch denim.
People
- Increase size inclusivity across our collection.
- Increase our model diversity across the website and social media.
- Introduce special design jeans for jeans wearers with disabilities.
Environment
- Assist all of our supply chain partners in their transition to renewable energy.
- Make use of all 2nd choice garments.
- Quantify and reduce all types of waste generation across our supply chain partners.
Activism
- Expand our monthly webinar to a wider audience.
- Grow our Voices for Good platform on an international scale.
- Use our Earth Day Off to grow a collective volunteering event.
