Apparel Online India Magazine April 1st Issue 2019 | Page 15

SUSTAINABILITY
In the past
three years,
MUD Jeans’ sales
has  grown by
147 per cent.
The
company
supports ‘positive
activism’ and believes
that everyone in the
supply chain should
get a fair living
wage.
The brand’s whole collection is made from four different
fabrics (three stretch fabrics and one rigid fabric). Two
fabrics contain 23 per cent post-consumer recycled
denim, 75 per cent ECOCERT organic cotton and 2 per
cent elastane. The rigid fabric contains 40 per cent post-
consumer recycled cotton and 60 per cent organic cotton.
Certifications
• Organic cotton:ECOCERT certified
• Recycled cotton:GRS certified
The mission of the company is
to radically change the fashion
industry by taking a pair of jeans and
producing it in the most sustainable
way without losing a timeless sense
of style. This is how it becomes
extremely easy for the consumers
of MUD Jeans to participate in the
mission. The company is trying to
change the fashion industry by nine
different ways as mentional below:

Circular Economy: At the
moment, the company’s jeans
contain between 23 per cent to 40
per cent post-consumer recycled
denim. The recycling process
saves resources but is more
expensive than the production
of virgin cotton. The reason for
this is that one pays the actual
costs of the product, rather than
taking shortcuts on the back of
others.
Fair Fashion: If something is
surprisingly cheap, someone
else, somewhere in the world,
is paying for it. That’s why the
company keeps its supply chain
short, and sees its suppliers as
friends rather than as business
acquaintances. The company
is proud to state that its denim
experts in the factories sew and
stitch with a smile on their face
and earn above minimum wage.
Zero-impact Jeans: The
company has eliminated PP
spray, uses Cradle2Cradle
(C2C) indigo dye and its laundry
recycles 95 per cent of its water
through reverse osmosis. Its
paper tags are C2C certified.
Premium Quality: The

company claims that its styles
are made to last. By buying
MUD Jeans, customers are
officially entering the ‘Slow
Fashion’ movement.
Organic and Vegan: MUD Jeans

consist of recycled and organic
cotton and uses printed labels
instead of leather patches. No
animals, plants or people are
harmed during the production of
its products.

Repair Service: MUD Jeans
follows the concept that its
customers should wear the
company’s jeans as long as
possible. For the members of its
MUD community, the company
offers free repairs during their
leasing period to make them
wear and love their MUD Jeans
even longer.
• Indigo DyStar Dye: C2C certified
• Paper labels:C2C certified
• Zippers:OEKO-TEX certified
• All MUD Jeans: Nordic Ecolabel certified
By 2020
• The brand will conduct an LCA study from 2020
onwards, wherein the aim would be to set CO 2
reduction goals that go beyond carbon neutral.
• 2020 will also see the brand do a new social audit
to get insight into the wage situation, working
environment and equality at Yousstex International,
Tunisia (only supplier of MUD Jeans).
Reuse of Old Jeans: The
company takes back pre-loved
denim, irrespective of any brand
(just needs to be made of 96 per
cent cotton or more.) With this,
the customers get € 10 off on
their purchase or a month-free
lease and the company recycles
the denim into a new and
interesting pair.
Upcycled Jeans: With the
strong belief that good quality,
pre-loved MUD Jeans deserve
a second chance, the company
sells used MUD Jeans through
its vintage programme. The
jeans are washed and, if needed,
fixed up with some repair love.
It even rescues jeans with little
production faults and makes them
extra cool by customising them.
Lease A Jeans: ‘Lease a
Jeans’ model is an innovative
approach that aims to prevent
overconsumption. Consumers
can ‘rent’ the jeans and return
them to the company after a
year of use. By doing this, the
company remains the owner of
the raw materials.
• Buttons and rivets: OEKO-TEX, ISO 14001 and ISO
19000 certified
Growth plan
According to MUD Jeans, in order to thrive as a
company, they need to explore economies of scale in
terms of production and raw materials. Therefore, they
want to grow until they reach a production level of half a
million jeans/year (currently selling 25,000 jeans in 300
stores, in over 29 countries). From there on, they can
stabilise their growth.
Manufacturing front
Tejidos Royo, the fabric mill of MUD Jeans, has two
wastewater treatment plants and each plant is used to
remove solid materials, organic materials and chemicals
from the water used in production so that it can be
returned to nature with a minimal environmental impact.
Rather than ‘washing’ jeans, it prefers innovative
techniques, such as laser and ozone technologies which
result in reduced water consumption compared to the
traditional production processes. Tejidos Royo has
also developed a dyeing technique called ‘dry indigo’.
Through the use of foam dyeing, this technique allows
Royo to dye yarns with indigo dye without using any
water at all. Additionally, this allows Royo to use 90 per
cent fewer chemicals.
At Yousstex International, 95 per cent of the water used
in production is recycled through reverse osmosis, the
remaining 5 per cent is evaporated. This 5 per cent is
then refilled with rainwater, so no fresh water is used
in production.
www.apparelresources.com | APRIL 1-15, 2019 | Apparel Online India
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