Mud Jeans
Netherlands
Mud Jeans is a circular denim brand that makes jeans from recycled jeans and asks customers to return old pairs. Its website describes a Denim Lease option and states that it is a Certified B Corp. Its store region defaults to the Netherlands.
| Country of origin | Netherlands (site default region) |
|---|---|
| Certification | Certified B Corp (per brand) |
| Model | Circular denim, lease and recycling |
| Segment | Denim and casualwear |
| Website | mudjeans.com |
What is Mud Jeans?
Mud Jeans, written MUD Jeans, is a denim brand built around circularity. Its website describes the product as premium circular denim made from recycled jeans. The brand is a Certified B Corp, according to its own site. The founding year and founders were not stated in the source consulted.
Business model: lease and recycle
The brand's model goes beyond selling new jeans. Its website promotes:
- Denim Lease: a dedicated page offers jeans on a lease basis, though the terms were not available in the source consulted.
- Jeans For Recycling: customers are asked to send old jeans back, with the message why we want your old jeans back.
- Repair and care: repair and denim care guides are published on the site.
This closed-loop approach makes returned garments a source of raw material for new products, linking sales, take-back and recycling in a single business model.
Products and positioning
Mud Jeans sits in the mid-market segment with a clear sustainability message. The online catalogue lists jeans, jackets and shirts, T-shirts and sweats, dresses, jumpsuits, shorts, skirts and men's chinos. Fits include loose, barrel, tapered, straight, flared, slim and skinny, and a TENCEL lyocell collection is also featured. At the time of the source, the site listed 117 women's products, 85 men's products and 56 new arrivals.
Distribution
The sources consulted confirm direct online sales, with a region selector that defaults to the Netherlands and euro pricing. Wholesale partners, store counts and revenue figures were not available and are not stated.
Why it matters
Mud Jeans is a frequently cited example of circular fashion in denim. Its lease and take-back approach shows how product ownership, reverse logistics and recycling can be integrated into a brand's core business model.
Frequently asked questions
What is Mud Jeans known for?
Mud Jeans is known for circular denim made from recycled jeans, a Denim Lease option and a programme asking customers to return old jeans for recycling.
Is Mud Jeans sustainable?
The brand is a Certified B Corp according to its own website, and builds its model on recycled content, repair and take-back.