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MUD Jeans stands out for being an entirely sustainable organisation: MUD Jeans products are made from organic cotton, unavoidable packaging is made from recycled materials and the company is committed to making structural improvements to the social and economic conditions of the production process.

To achieve complete sustainability, founder Bert van Son launched the concept Lease A Jeans in 2013. Customers are only users of the jeans and pay a deposit and a monthly fee. A lease contract is valid for a year. At the end of the year the consumer can choose to either keep the jeans or send them back in exchange for a new pair. MUD Jeans remains the owner of the jeans at all times and reuses the jeans or the material.

This form of Circular Design consists of three phases:

1. Designed for recycling: The jeans are designed in such a way that they are easy to recycle. They have no leather labels on the back, for instance, but printed ones.

2. Upcycling: If you return them after a year, the jeans are taken by a designer and reappear as vintage jeans on the webshop, with a short story about the previous user.

3. Recycling: Ultimately, the jeans go to Italy where they are milled down and the fibres turned into new denim yarn.

Location: 2008

Location: Rhenen

Temporary Fashion Museum
Guus Beumer
Maureen Mooren

This project is part of the programme track Things and Materials and the folder Material innovation.

Fashion has quietly renewed the very idea of renewal by constantly selling the past as a future, thereby framing current reality. This contrasts sharply with the idea that renewal always stems from technological innovation.