MUD Denims proves that circular entrepreneurship may be the future

Doubling earnings in challenging times shows momentum for circular skinny jeans.

HOLLAND, - The demand for circular jeans is increasing. This confident movement is based on the goals place by the Paris Environment Agreement. The Netherlands aims to be totally circular by 2050. Presently, only 1 1 percent of attire all over the world is recycled into innovative clothing. MUD Jeans takes it's responsibility critically and turns old denims into new jeans.

“When it comes to sustainability and recycling, there continues to be too much to gain in the fashion industry. We produced that turnaround to circular entrepreneurship practically 10 years ago, at the start of our company. Whenever a customer buys, they invest in returning the jeans when they are worn out by signing the go back agreement. You will have to hold innovating and that is why we are presenting a content- corona store formulation”, says CEO Bert van Child.

To essentially change the economy, it's important to promote other ways of consumption. Every year we dispose of 305 million kilos of clothing in holland. The lease program of MUD Jeans, where the consumer pays a monthly payment for their jeans, promotes conscious browsing decisions. This is an excellent option for customers aiming to shop considerably more sustainably. When leasing, MUD Jeans remains the owner of the raw material, after 12 months or longer, the denims are returned to MUD Jeans, to get recycled or marketed as vintage.

In the old textile city of Enschede, new techniques are being developped to improve the percentage of post-consumer recycled cotton. Presently, MUD Jeans makes skinny jeans that already contain 40% post-buyer recycled cotton. Basically, there is approximately half an old couple of jeans in a fresh pair. The target is to have skinny jeans created from 100% recycled denim yarn by the finish of the year, by using a new technique.

Worldwide research by administration consultancy Accenture predicts that the pandemic will structurally transformation consumer patterns. In global research, 60% of buyers say they have built more green, sustainable or ethically responsible purchases since the start of the pandemic. Nine out of ten show that they can probably continue to do so.

“It's the most polluting item if stated in the old-fashioned way, but as well the most worn item, in the end, everyone owns a pair of jeans. There exists a great deal to be received. We are able to do better at every part of the development and that’s precisely what we do” says van Boy. For the 2 2 billion denims sold annually, an average of 8,000 liters of water is employed for every conventional pair of denim jeans. With MUD Denims, the water intake is 92% less because of recycled and organic cotton, in addition to innovative washing techniques.

It has been a hard time for sellers. MUD Jeans is subsequently focusing on the execution of a fresh concept to support the stores financially the moment they available. “Lease A Denim jeans has been obtainable in our online retailer as yet and will soon be available to get. The retailer will be able to offer all types of MUD Jeans without having to possess everything in stock, with the denims being sent straight to the clients. This new lease formulation for selected merchants will make certain that they can get up to quickness quickly”, promises van Child. That is the power of circular organization, according to van Child.