Their brand started in 2013 when Bert van Son founded the company. His 30 years’ experience in the fashion industry made him realize how dirty and unfair the industry is most of the time. He has witnessed that life for factory workers is extremely demanding, and that it makes great demands of nature. And decided this was something he wanted to change. Bert believes that having fun without destroying the earth and its resources is possible. As an amateur-sailor he realizes how strong nature is and how the elements master you. Together with his team, Bert transformed MUD Jeans into an exemplary company, consistently putting circular economy principles into practice. Mastering the fashion industry on a different level. MUD Jeans aims to make good quality, ethical jeans available to more people. Their jeans already hit about every box on the ethical checklist, but then they took it a step further. In 2013, MUD Jeans launched the pioneering lease system. This system ensures that they keep hold of their valuable fibres and that every garment comes back to them and gets recycled. Repairs are provided for free and the customers can keep the jeans for as long as they want, with a Repair Service provided for free. Or they can swap them for a new pair after the one-year rental term is complete. It resulted in global media awareness and Bert sharing the MUD Jeans story worldwide.






They have a long-lasting relations with their suppliers and they pay every worker in their supply chain a fair living wage, above the minimum wage. Their recycling factory Recovertex and their fabric mill Tejidos Royo are based in Spain and their jeans factory Yousstex International is based in Tunisia. They are B-Corp, Nordic Swan Ecolabel, PETA, Cradle 2 Cradle, Ecocert, GRS certified.


Their denim consists of 60-75% organic cotton and is supplimented with recycled cotton.


They have a take-back scheme where they collect jeans that consist of more than 96% cotton and send them to the recycle factory Recovertex in Spain. In collaboration with the denim experts in Valencia, their fabrics are made with up to 40% recycled post consumer denim.


Their buttons and rivets are made of 100% stainless steel and can be seperated from the jeans and recycled into new ones.


They are PETA-approved Vegan. They don’t use leather labels but printed logo’s.


They are carbon neutral. According to Bluedot Lifecycle report they emit 9kg of CO2 during the production of one pair of MUD Jeans. This is 61% less than the industry standard and they offset the rest. Their fabric mill Tejidos Royo is energy self-sufficient through a cogeneration engine. While a boiler produces energy, a steam engine catches the byproduct, heat, and converts it into more energy. The recycle factory Recovertex sources 50% of their energy through solar power.


Their returned jeans from the lease program are upcycled and sold as unique vintage pairs.


They’ve eliminated all toxic chemicals such as potassium permanganate from their production processes and replaced it with techniques such as laser, ozone and E-flow. The few chemicals still used throughout the production are entirely non-toxic and are Nordic Swan Ecolabel certified.


They have a jean leasing program where jeans after use are either sold as vintage pairs or recycled to make new ones. Their denim is designed in the framwork of circular economy.


They don’t use Polybags and only use Repack bags to send out their products. They can be reused up to 20 times and can be returned by dropping them in any mailbox. This saves 80% carbon emission compared to average packaging. Once returned, consumer will receive a 10% discount on all brands using Repack to send out their goods.


They use 1,500 litres of water to produce a pair of their jeans, compared to an industry standard of 7,000 litres per jeans. The jeans factory Yousstex International operates on rainwater only. The majority (95%) of this water is recycled, while the other 5% is evaporation and used to water plants. The filtration method used is called reverse osmosis which filters all indigo and fibre residues out of the water. The result is purified water that is cleaner than when it entered the factory.