Our latest numbers are in 🌍
72%
Water Saved
41%
CO2 Saved
Every year we conduct a Lifecycle Analysis (LCA) on our products to find out exactly what their environmental impact is and how much impact we can save through our sustainable materials and methods. The percentages above refer to the average impact of a MUD Jeans. To find out more about how we calculate these values, read our LCA report below. To read our full sustainability report, scroll to the bottom of this page.
Our Mission & Strategy
Our mission is for the fashion industry to be driven by circular production and conscious consumption.
We pioneer with jeans by taking positive action, being transparent and supporting sufficiency. We believe that being mindful of nature and people is a necessity. And we see a future in which the fashion industry finds a way of producing and consuming that does not stand in the way of our enjoyment of this planet, nor that of future generations.
To radically change the fashion industry, our strategy is based on the three pillars below.
Circular Economy
We take back our old jeans and those from other brands to close the loop. Through circular design we ensure that our products can be recycled over and over.
Fair Factories
By maintaining a short supply chain, we foster a close relationship with our partners. By producing consciously, we can create a good working environment for everyone involved.
Positive Activism
Through our pioneering approach we aim to change the status quo within the fashion industry. By being radically transparent, we hope to inspire others to walk the talk with us.
Road to 100
The aim of our Road to 100 project was to make a pair of jeans from 100% post-consumer recycled cotton. The outcome of this project would allow us to make new jeans without using any new cotton.
The project began in 2019 and after endless testing and trying together with Saxion University, we finally created our first sample in early 2022. The worldwide first of its kind! This was celebrated with the launch of a mini documentary series.
Van Gogh Museum Collaboration
In 2022 we launched a unique collection that was created in collaboration with the Van Gogh Museum. The collection was based on a shared passion for a beautiful planet and a belief in a better future.
We have merged intricate artwork with forward-thinking technology and design. Each piece contains 30% hemp fibres that perfectly co-exist with the 20% recycled post-consumer denim and 50% organic cotton.
Koning Willem 1 Award
We were awarded the Koning Willem I Plaquette for sustainable entrepreneurship, awarded by Queen Máxima of the Netherlands, in the name of the Koning Willem I Stichting and De Nederlandsche Bank.
This also meant that we were visited by Her Majesty Queen Máxima in our headquarters!
