What is the MUD Jeans Project?
MUD Jeans stands as the world’s first circular denim brand. By applying the principles of the circular economy, the project is reducing its environmental footprint while showcasing a refreshing approach to modern fashion. MUD Jeans not only serves women and men but also makes sustainability a core element of its identity—fusing style with responsibility. The brand’s model is simple yet groundbreaking: a circular business model designed to efficiently close the textiles resource loop. This project demonstrates that sustainable practices, such as free shipping and delivery in 1–3 days for the EU plus easy returns and exchanges, can be seamlessly integrated into everyday fashion… inspiring change throughout the industry.
Main Benefits
The project offers substantial benefits that are both measurable and impactful. Key figures and facts include:
- Saved 48.7 million litres of water in 2022
- Avoided 251 thousand kilos of CO2 emissions in 2022
- Saved 18,363 jeans from landfill and incineration in 2022
- Each pair of jeans saves 90% water through the use of recycled cotton, recycled water, and water-saving production techniques
- Jeans save 46.6% CO2 due to renewable energy and energy-saving production techniques
- Up to 40% post-consumer recycled denim content, which is the highest percentage out there
Sustainability Initiatives
The project thrives on versatile sustainability initiatives that range from ensuring transparency and tracking impact to creating detailed impact reports. The content reflects crucial information, including sections like “Our impact,” “Sustainability,” “Impact Report,” and “Certified B Corp.” With dedicated efforts in areas such as factories, innovation, materials, and partners, MUD Jeans shows that sustainability is more than a buzzword—it is a way of life. Emphasizing every element from denim lease programs to repair services and informative webinars, the project bridges the gap between ethical production and everyday fashion—all while keeping a casual, engaging tone that speaks directly to conscious consumers.
Environmental Goals & Activism
The environmental and social agenda is ambitious and clearly outlined under the project’s 2025 goals. The product goals include achieving 100% circularity, grounding 100% post-consumer recycled denim products within the collection, further investigating and improving the durability of jeans, and introducing elastane alternatives within stretch denim. On the people side, the aim is to increase size inclusivity, diversify model representation across websites and social media, and develop specially designed jeans for wearers with disabilities. Activism is also a key pillar, with plans to expand monthly webinars, grow the Voices for Good platform internationally, and organize collective volunteering events on Earth Day Off… marking a genuine commitment to change.
Circular Denim Innovation
A core focus of the project lies in circular denim innovation. With a team of world-class experts in recycling, the project successfully closes its own loop. The take-back scheme collects jeans that consist of at least 96% cotton; these jeans are then transformed into new denim fabrics containing up to 40% post-consumer recycled cotton. Collaborations with denim specialists at Recover and Tejidos Royo in Valencia contribute significantly to this process. This innovative recycling methodology not only reduces waste but also reinforces the brand’s promise to shift away from traditional linear processes—proving that true innovation can be both stylish and sustainable.
Beyond Fashion: Broader Initiatives
Beyond the mechanics of denim production, the project also engages in broader initiatives that underscore its commitment to societal and environmental welfare. Navigation elements such as Women, Men, Sustainability, and Our Impact emphasize the multi-dimensional approach taken by the brand. With offerings like the Denim Care Guide, Knowledge Hub, Webinars, Voices for Good, and a dedicated blog on repair and sustainable practices, the project reaches out to audiences eager for practical, everyday insights. This integrated approach makes the content accessible, casual, and engaging—reminding everyone that sustainable fashion is not just about great style, but also about thoughtful innovation and community impact.
Project Impact
The impact of the project resonates with several Sustainable Development Goals (SDGs), highlighting a commitment to both environmental stewardship and social responsibility:
- SDG 6: Clean Water and Sanitation – Emphasizing the water-saving achievements, like saving 48.7 million litres in 2022.
- SDG 12: Responsible Consumption and Production – Demonstrated through the circular business model and comprehensive recycling programs.
- SDG 13: Climate Action – Evidenced by the 251 thousand kilos of CO2 emissions avoided and the overall reduction in environmental footprint.
- SDG 9: Industry,
