Apparel Online India Magazine April 1st Issue 2019 | Page 14

SUSTAINABILITY
Sustainability report by a company
of 11 employees, selling 25,000
jeans annually…
M
UD Jeans is a B Corp that is
a for-profit company using
business as a force for good. It is a
sustainable and fair-trade certified
denim brand based in The Netherlands.
Satisfying the principles of circular
economy, recently the company
has come up with its inaugural
sustainability report, containing data
of the past three years – a period
which has seen the company grow
its operations substantially. The
company originates from the belief
that there should be an alternative to
fast fashion and in 2013 (a year after
its beginning), it initiated ‘Lease A
Jeans’, an innovative way for guilt-free
consumption, allowing consumers
to shop consciously, do good for the
environment and look fashionable. It
claims to create a world where there
is nothing like waste. Soon, it will offer
jeans made of 100 per cent recycled
cotton.
MUD Jeans is more than a jeans
brand; it is proof of a concept, a
statement against fast fashion. The
first sustainability report of MUD
Jeans also confirms this fact that
comparatively small players can
survive and grow with a strong focus
on sustainability or even can create
niche by developing sustainability as
their strength. Despite the fact that
there may be many ifs and buts with
regard to the details of sustainability,
Eva Engelen, CSR at MUD Jeans
says, “As a circular denim brand and
a B Corp, we have a big impact we
are sure. However, being a scale-up,
we have not been able to precisely
measure this impact, which we
will do in the near future. Modern
transparency is what we live by. In
this light, we are extremely proud
and excited to share with you how
we strive to be more sustainable and
circular.”
14 Apparel Online India | APRIL 1-15, 2019 | www.apparelresources.com
MUD Jeans
uses 1,500
litres of water
to produce a
pair of jeans.
The company
claims that on
an average,
other denim
brands use
up to 7,000
litres per pair
of jeans. So
for each pair
of jeans that
MUD Jeans
sells, 5,500
litres of water
is saved – this
amounts to
nearly 300
million litres
being saved
in the past
three years!