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Mineral Dyed Denim

Denim dyed with minerals

Most chemical fabric dye is pretty nasty to our skin and for our planet. In the light of World Environment Day we let nature do the colouring for us.


Mineral dye

At MUD Jeans we like to be first, that also counts for our coloured denim. We use mineral dye which is non-toxic, non-allergic, biodegradable, and eco-friendly. The pigment extracted from rocks is applied to our light blue, undyed, recycled denim fabric and can be reused over and over again

Get early access to some of your favorite styles in colour. Waitlist now.

Summer ahead

In the meantime, prepare for those warm summer days on your balcony or the local campsite.

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Find Your Perfect Fit – Men

Find Your Perfect Fit - Men

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Find Your Perfect Fit – Women

Find Your Perfect Fit - Women

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The Sustainability Report

We’ve crunched the numbers and got the results: Our second sustainability report – out now. As a circular company our footprint is minimizing steadily. Everyday we’re working on having an impact on the fashion industry rather than on our planet. That’s why our sustainability strategy is based on these three pillars: Circular Economy, Fair Factories and Positive Activism.   

The environmental low-down

1 mio

Until 2019 we saved 550 million litters of water.


Until 2019 we avoided 1.500.000 kilos of CO2.


Until 2019 we saved 20.000 jeans from landfill and incineration.

What we’re most proud of this year: Thanks to innovative techniques and the use of recycled post-consumer denim we’re now saving on average 92% of water throughout our production compared to industry standards. 

Future Goals

Circular Economy

Circularity is the core of MUD Jeans’ business model. We design, produce and sell keeping this model in mind.

On our 2020 agenda: a pair of jeans made of 100% post-consumer cotton 

Fair Factories

We consciously source our goods in nearby factories. We are able to visit the factory frequently. And we have the same mindset as the factory owners; transparency – fair wages – good working conditions are at the top of our list.

On our 2020 agenda: Conducting a new social audit of our factories  

Positive Activism

Sharing is caring. As pioneers in circular denim
we hold a responsibility to drive change.

On our 2020 agenda: Inspire people weekly through our talks about circular economy

Geek out on the numbers

We source our data like we source our materials – responsibly. That’s why we conducted a Life Cycle Assessment together with Ecochain to find out the full impact of every. single. jeans. of our collection. That’s a lot of data and we’re more than excited to share it with you. To get a closer look at the numbers, sign up to our CSR Webinar on May 20th, 15:00PM CET.


For those overwhelmed by the report – we’ve got your back. Find your perfect fit and see the resources you save by choosing MUD Jeans over a conventional pair of denim. – Doing good can be so easy.  


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The fashion industry is hit hard by the coronavirus epidemic. It’s chaos on both the supply and demand side. “The crisis is a catalyst that will shock the industry into change — now is the time to get ready for a post-coronavirus world”, according to The State of Fashion Report. *
At MUD Jeans we’ve been doing things differently for the past 8 years. Our approach is valuable at times like this. Explore why.
1. Paying Fair Prices

Due to cancelled orders, millions of garment makers lost their jobs. Unable to earn money to feed themselves or pay rent they’re walking kilometers back to their home villages. What? How? Brands looked for the force majeure clause. Forgetting to be ethical themselves.

With our transseasonal fashion approach this won’t happen. There are no orders we need to cancel, simply because we don’t produce items we’re not sure of selling. Our ‘order on demand strategy’ is paying off.

And, we always, always, pay our factories a fair price.

2. Transseasonal Collections

Fashion shows are being cancelled and the industry starts to realize it needs to slow down. Will seasonal collections become something of the past?* We’ve been looked at crazy, returning to fashion shows with the same items.

Since 2013 our collection is based on essentials. Just occasionally adding new fits and washes. It means, no seasonal stocks, no order cancelations, no dead-stock, no waste. 

3. Better Quality

The ‘quarantine of consumption’* could change consumer’s buying behavior, accelerating the rise of ‘anti-consumerism’. According to a McKinsey survey, it’s expected that consumers will more quickly pay full price for quality, timeless goods. And that they will likely buy more ecologically and socially sustainable clothing.

From the best materials to the most skilled factory employees to innovative production techniques, we create noble denim, as the owner of our jeans factory calls it, that lasts.

4. Regional Production

“On the supply chain side, fashion companies should learn from this global trade disruption. Reinventing the value chain, like exploring nearshoring activities to bring flexibility and strengthening regional integrated supply chains.”

We’ve always maintained a simple supply chain of three partners located in Spain and Tunisia. It means greater control and flexibility. And a good reason for visits and bringing Harissa to the team.

5. Recycle

Being at home results in people massively cleaning up their wardrobe. The result: clothing recycle points are full.  What if brands would be responsible for their own raw materials?

Our jeans can be bought or leased, always will they be recycled after use. Cutting down on water and waste. As the recycle pioneers we aim to launch the first jeans made from 100% post-consumer recycled cotton.

We hope that companies will use this time think about their and the planets’ future. Slowly shifting towards a new normal. It is possible. All of the above has been normal at MUD Jeans since 2013.
Keen to make the right choices and feel the impact? Why don’t you start with a pair of jeans.
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#stayathome Inspiration

 To get out of this lock down smarter, more inspired and ready to catalyse change we’ve collected some sources of inspiration.

#staypositive Program



  • Online courses – Learn about circular fashion
  • Make some masks – No sewing skills needed
  • Give your clothing extra love – Repair your long loved pieces to extend their lifetime
  • Volunteer – Check local hospital websites if they are in need of helping hands

Or watch our Circular Knowledge Webinars

‘What running a circular business is really like’ by CEO Bert van Son and ‘Circular fashion design in practice’ by Denim Pioneer Dion Vijgeboom.
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Team MUD travelled to the glass dome of the Grand Palais in Paris to be part of ChangeNOW 2020.

A sustainability conference where Change Makers from all over the world present solutions for a positive difference in the world. The beautiful building of Grand Palais was divided into different sections: oceans & water, trees & biodiversity, sustainable fashion, mobility and circular economy. We were proud to be the only Dutch brand attending the Sustainability Fashion section. 

While 2 years ago the conference was visited by 200 people, this year there were 28.000 visitors. Speaking of change! Major highlight of the program was to bring together world-renowned leaders in change. It felt like all leaders visited the MUD Jeans booth. From former CEO of Unilever Paul Polman, to French solo skipper Romain Pilliard wearing his MUD Jeans just like mister Biiip. Brune Poirson, Secretary of State to the Minister for the Ecological and Inclusive Transition made a video about us. Brunce Poirson is called the Unofficial Minister of Fashion and is a key player in French environmental protection policy, in particular in the fight against global warming. As supporter of the circular economy she shared our story on Instagram. Also read this NY times interview with Brune Poirson.  

On day 3, at 10:00 Bert van Son was called on stage. A fully packed crowd in the Auditorium area listened carefully and came to our booth after the talk to experience what circular denim feels like. Big focal point of ChangeNOW was the protection of our Oceans. Boyan Slat from Ocean Cleanup hosted the Opening Ceremony and Captain Paul Watson from our partner Sea Shepherd made listeners think about how to be a better guardian of our oceans.

Timing for ChangeNOW was perfect, our French agency The Clothette just started distributing MUD Jeans. We were pleased to have them as partners on our booth, telling Parisians about our circular approach. While we are being mentioned in the French media, from Le Monde to the Vogue new stores all around France start to stock MUD Jeans.

Satish Kumar, former monk and founder of Schumacher College closed the edition of #ChangeNOW2020 with a beautiful message: “we need to change our attitude towards nature. What we do to nature we do to ourselves.” Watch the whole talk here.

Thank you Heroes of Change for organizing this event that gave us a boost of positive energy, we hope to be back next year.

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Your turn to be the change – start with circular denim

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Factivism Circular Economy


Our planet is in crisis and it’s complicated. We’re breaking it down for you. 
Get the facts straight and act now.

The circular economy

– 21st of February 2020 –

Stop wasting stuff

In a linear economy we take resources, make products and throw them away when we don’t need them anymore. Not only is our planet getting trashed but we are using more materials than our planet can regenerate in a year – Keyword: Earth Overshoot Day.  

In the circular economy waste does not exist. Products are used for as long as possible until they are reused or fully recycled, keeping resources in a closed loop. It’s all about preventing the use of new resources.

Every second a truck full of textiles
is being trashed

Circle economy states that the world is now only 8.6% circular. Of all the minerals, fossil fuels, metals and biomass just 8.6% are cycled back in 2020, compared to 9.1% in 2018.*1 – speaking of progress. Zooming in on the fashion industry doesn’t make the numbers better. As our planet is moving towards 10 billion people in 2050, the middle-class is growing across the globe and the rise of consumerism led to a 50% increase in clothing production over the last 15 years. This, while the lifetime of clothing has shortened by almost 40%, mainly due to fast fashion. Out of all resources used in textile production, less than 1% of the materials are recycled into new clothing, which means we’re burying and burning $ 100 billion worth of materials each year. *2

All of this amounts to some serious climate impact. The total greenhouse gas emissions from textile production currently stand at 1.2 billion tonnes annually. That’s more than all international flights and maritime shipping combined. In one word: crazy. *2

If nothing changes, by 2050 the fashion industry could use more than 26% of the carbon budget,  warns Ellen MacArthur Foundation. Carbon budgets are a way to measure the additional emissions that can enter the atmosphere, if the world wishes to limit global warming to 2C.

Fashion without waste

In a circular system all those numbers would move closer to zero, but what would this look like in practice, by the example of a jeans (because we love jeans)?

Renewable resources – Most parts of the CO2 emissions would be scrapped by using renewable energy sources and a healthier city-nature balance, adding more trees to our environment.

Recycled materials – In a circular system a product consists entirely of secondary (recycled) materials. A jeans would be fully made of post-consumer recycled cotton, rivets made of recycled stainless-steel and cellulose stitching yarn and branding that is either cellulose or recycled. In order to guarantee recyclability of a product the materials need to stay as pure as possible (mono material). So, if you shop for your next favourite item and read 30% recycled nylon + 70% cotton, don’t get too excited, mixing those materials makes the garment unusable for a circular system. As soon as the percentage of synthetic materials exceeds 4%, recycling becomes difficult. If the recycled content however is mixed with virgin material of the same type, the recycling loop can continue. Currently there are projects such as Worn Again  working on separation, but in the end it’s an extra step, which means less efficient.

Innovative techniques – Along the production innovative techniques will guarantee resource efficiency using closed loop water recycling and filtration techniques such as reverse osmosis. Using Indigo Dye efficiently through a foam dying method and reusing it over and over again.

Products as a service – Brands will take full responsibility of their products, seeing them as a raw material bank, made of resources they can harvest for future production of new, circular products. Instead of owning goods consumers will only use them, until they are ready to be recycled again.

High quality – In order to extend a products’ lifespan for as long as possible, companies would work hard for high quality. Simply because an extended lifetime, through a repair and reuse phase, is more cost efficient than the more energy consuming recycling process.

What makes MUD Jeans circular

For us there is no such thing as waste, our old jeans are used as a resource for new jeans.

Design for recycling – choosing the right materials, namely the purest materials possible; our buttons and rivets are mono-material, we don’t use leather labels, no toxic chemicals, no polyester.

Innovative techniques – applying innovative techniques in order to minimize the environmental impact and making recycling easier. Find out about them here.

Lease A Jeans –  our jeans can be leased, meaning, we as MUD Jeans stay the owner of the raw materials and make sure they come back to us after use. When leasing a jeans we offer a free repair service. Listen to a podcast about Lease with our CEO here.

Introducing you to some
circular leaders

Who is Ellen MacArthur?
The foundation came up with the three principles: 1) Design out waste and pollution, 2) Keep products and materials in use 3) Regenerate natural systems. *3 They are also our favorite source of quality facts.

Who is Circle Economy?
They are the Dutch organization guiding brands towards circular business models. That while the aim is that in 2050 nobody talks about the circular economy; it’s just the economy. *4

Who is Thomas Rau?
According to Thomas every building is a material depot, and waste is material without an identity. If all material data is recorded in a material passport, then the materials can be recovered during the renovation. He just built the new Triodos Bank building, with 156,312 screws. *5

Power to the people

37% of the environmental impact behind fashion is allocated to the use-phase of the garment. *6 Your decisions matter, casting a vote for the world you want to live in with every action and purchase. Here are some simple tricks on how to support a circular system:

Buy less – If you don’t need it. Don’t buy it.

Lease or rent –  If possible lease or rent.

Natural materials – Materials determine how well a garment can be recycled and re-used, the quality of the garment and how long it will last. Check the labels, go for natural fibres like: Cotton, Linnen, Hemp, Tencel, Bamboo or cutting edge materials like Pinatex. Make sure they’re sourced organically.

Recycled materials – The ultimate circular item is made of recycled materials. When checking the label for the big R word remember to look out for mono-materials.

Go for quality – Circularity is about minimizing waste. The higher the quality the longer you can use your clothing. How to determine quality? Feel the clothing. Trust your tactile instincts, they can tell you a lot. It should feel soft, well woven, and substantial. A quick trick is also to turn the garment inside out and see if the seams have been done properly.

Swap – Freshen up your wardrobe by organizing a swap. It is the best opportunity for someone to fall in love with the garment you are bored with and vice versa.

Vintage – Second hand is better than new.

Repair – A good pair of jeans should last for decades if you look after them carefully. Are you handy with a needle? Repair your torn jeans yourself. Have you leased a jeans at MUD Jeans? Let us repair them for you.

Wash intelligently – Consumer behavior and use also has an environmental footprint due to the water, energy and chemicals used in washing, tumble drying and ironing, as well as to micro plastics shed into the environment. Along with the environmental impact, washing also determines the life of a garment. The better you take care of it, the longer you can use it. Learn more about washing here

These short tips hopefully empower you to make choices that allow you to form part of the circular fashion movement. In the meantime we’re working towards our 2020 ambition: A jeans made of 100% post-consumer recycled denim.

Stay tuned for our progress

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Captain Peter Hammarstedt

25 Nov ’19

@Flavio Gasperini / Sea Shepherd

A warrior, defender and protector of the sea. Captain Peter Hammarstedt from Sea Shepherd shares his quest on ending illegal fishing and saving marine wildlife. Sharing the challenges he has faced, his accomplishments with Sea Shepherd and their current mission.

Imagine being at sea, waves reaching 13 to 14 meter heights, looking bright white and the rough wind splashing against the waves. Making it almost impossible to tell apart the white foam of a breaking wave and the ice in the water. Not forgetting another crucial part; you are on a ship. It’s a 500 ton ship, no back up motor, basically, if you lose the engine, you lose the ship.

With nowhere to go, you have no other option then to ride out this weather. Unsurprisingly, these are the moments when Peter feels most intimidated at sea. “It is very humbling, you recognise how small we are as a species on this planet but it’s also terrifying. There is a certain element of control that you have to leave behind”.

“I wanted to be one of those people in that boat. To put my body on the line and get physically in the way and interfere with this kind of hunt”. 

Life Story – It all started with an image of a dead whale being pulled up the ramp of an 8.000 ton factory whaling ship in the Antarctic. Full of disbelief and shock, the 14 year old Peter was left feeling restless. “I just couldn’t shake the image. It shocked me to the core that whaling was still happening” he said. Also visible in this image was a small rigid zodiac boat which was operated by Greenpeace. This boat was trying to get between the whales and the whalers. This little boat that was up against this huge factory ship, showed Peter there was still hope. Looking back at this moment he says: “I wanted to be one of those people in that boat. To put my body on the line and get physically in the way and interfere with this kind of hunt”. After learning more about illegal fishing and whale hunting, Peter decided to wait until he reached the minimum age of 18 to submit a crew application.

Joining Sea Shepherd

It was at the age of 17 when Peter started volunteering at Greenpeace, where he during a night watch shift learned more about Sea Shepherd. “The proactive Sea Shepherd approach appealed to me a lot more than what I was doing with Greenpeace”. Shortly after, Iceland re-joined the International Whaling commission and resumed their whale hunt.

As a reaction, Sea Shepherd announced they were heading to Iceland to directly intervene and prevent any whales from being killed. Having developed a strong connection to whales and being a Swede, Peter really wanted to join the crew on this pursuit. So he did. “In some ways I felt personally responsible. It was the country of Sweden that had cast the deciding vote which ultimately allowed this to happen” he explained.

And then came the Thunder 

When we ask Peter about his greatest achievement, he tells us how they shutdown the most wanted illegal fishing boat in the world; the Thunder. This ship, wanted by Interpol, had been blacklisted for 10 years and had made a profit of approximately 60 million dollars. Literally, Nobody was able to stop this ship, not even governments. Chasing the vessel for 10 days, Sea Shepherd was set out to accomplish something nobody had ever done before. “We thought we would just find this boat in the Antarctic somewhere, operating.


Our next step was to follow it for however long it took, until a nearby government could arrest the captain and the crew” Peter explained. Ultimately the illegal fishing boat couldn’t shake them off. After Sea Shepherd had followed the Thunder for 110 days, the captain of the Thunder decided to sink his own vessel, closely to São Tomé, and destroy the evidence on board. Ironically, Sea Shepherd had to rescue the captain of the Thunder and his 39 crew members.

They were later prosecuted and the captain and two of his officers were sentenced to three years in prison, in São Tomé. Sea Shepherd gained global knowledge and praise for their pursuit even reaching the front page of the New York Times. Furthermore, it inspired global dialogue about the illegal fishing problem. Peter adds: “That dedication by Sea Shepherd is what ultimately stopped this ship. It wasn’t a government. I’m incredibly proud of that!

On mission in Africa

Currently, Sea Shepherd is working with African coastal states like Liberia and offers assistance to the different governments around this continent with the arrest of illegal fishing boats. For every day that one of the illegal fishing boats is detained at port, up to tens of thousands of animals are saved. While talking about his current campaign, Peter reflects: “We are saving 10,000 animals every day when one of these ships is detained.”

Every life counts

Overall, it’s about our own individual lifestyle choices. From what we eat to what we wear and far beyond that. Peter believes the best approach is combining your individual passion with your skills and it’s about how you can combine them to really make a change. One that they can fight for their whole life. It’s only sustainable if it’s really personal and too often people are overwhelmed by just how big these issues are”. 

When looking into the future Peter points out how we live by the idea of limitless economic growth in a world that is limited for expansion.
“It can only produce so much timber and so much fish in a limited amount of time and it has a limited caring capacity. With the lifestyles that we have, our planet can only take so many people. The trend of how things are going is incredibly frightening but the solutions are there too. The planet has this incredible opportunity to rebound. The earth is very resilient. If we can put measures in place for instance for the oceans, being my kind of sphere, we can establish marine protected areas and increase the enforcement of them. I think then, the oceans can rebound very quickly”.

“Every life that we can save, is good enough. If that’s all that we can do, that’s good enough for me. It has to be”.

With his final words, Captain Peter Hammarstedt encourages us to act, no matter how overwhelming it may seem. “We look at everything from deforestation to what is happening with the oceans to climate change, there are so many excuses and reasons not to get involved. Just because the opposition seems so overwhelming. I think you have to take a look at what you can do within the sphere that you can control. Every life that we can save, is good enough. If that’s all that we can do, that’s good enough for me. It has to be”.

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Ocean Preservation


Our planet is in crisis and it’s complicated. We’re breaking it down for you. 
Get the facts straight and act now.

Unexplored waters

– 16th of Sept 2019 –

Ocean preservation

The ocean is a vast and mysterious body of saltwater that covers around 70% of our planet’s surface and connects all countries and people. 1 We are all dependent on these waters for our comfort and survival so let’s have a look at ocean preservation.

Why we should care

The ocean regulates our weather and climate by absorbing and storing the sun’s heat. Ocean currents transport this heat around the world, making sure every country gets the heat it deserves and hereby shape regional climates. Without these currents regional temperatures would be more extreme and make our planet a pretty uncomfortable place. 2

70% of the world’s oxygen is generated by the ocean. More specifically it’s the photosynthesis process of phytoplankton, kelp and algal plankton which is casually producing oxygen as a by-product. 3

The ocean is the world’s largest habitat and is the home of an incredible diversity of life. 4 By now around 200.000 different species have been identified and researchers are far from done, they discover new marine species on a daily basis. 5

Around 90% of world trade is carried out by sea. This makes the ocean our biggest highway and of vital importance to the world’s economy. However, the increase in sea traffic, has also brought unwanted negative consequences such as pollution. 6

Globally, people are dependent on the ocean for survival, food and income.For a vast number of people living in coastal areas fish makes up the majority of their daily protein intake.A healthy ocean is crucial for their survival. 

What is going wrong?

Human activities are harming the ocean. Man-made climate change is warming our bodies of water, changing its chemistry and rising its sea levels turning the marine habitat into a threat for those it shelters. But we don’t stop there. Humankind is also polluting the ocean and threatening its ecosystem through industrial fishing. 7

The biggest threats to our ocean

Plastic soup – Plastic accounts for more than half of the overall ocean pollution. Every minute, one garbage truck of plastics is dumped into our ocean. If we continue like this, by 2050 there will be more plastic in the ocean than fish. With plastic packaging being a major contributor to the problem. 8 If you agree that the only soup, we should be brewing is the nutritional kind, we highly recommend you say no to single-use plastics. Our favourite anti-plastics place on the internet is Lauren Singer’s zero-waste blog Trash is for Tossers

Microplastics – A piece of plastic is officially called micro when it’s smaller than 5mm. 9 Microplastics are coming from everywhere. One source of microplastics is big pieces of plastic, such as packaging, that somehow end up in nature where they will degrade into smaller pieces and become microplastics over time. The biggest source of microplastics is synthetic clothing and accountsfor 35%. Back in the days clothing used to be made from natural fibres such as cotton and wool. Nowadays, the majority of our clothes is made from synthetic fibres like polyester or nylon because they are cheaper to produce. 10

When synthetic clothing is washed it sheds microplastic fibres. In 2016 researchers from the University of Plymouth in the U.K. pointed out that one single load of laundry could release up to 700.000 microplastics, which is the equivalent to the surface area of a pack of gum.  11

These microplastics bypass wastewater treatments as they are too small to be filtered out. This is how countless plastic fibres make their way from washing machines into rivers and eventually the ocean. In the ocean microplastics form a life-threatening danger to marine life, as they end up eating plastic thinking it’s food. 12 Via the food chain these particles eventually end up on our plates. A new study in the journal Environmental Science and Technology says it’s possible that humans are consuming anywhere between 39.000 to 52.000 microplastic particles per year.  13

You can keep microplastics out of the ocean by opting for natural fabrics instead of synthetic ones and washing your synthetic clothing in a fibre filter bag such as Guppyfriend.

Coral reefs are dying, and fish are confused – Thanks to climate change our ocean is getting hotter and more acidic, making the water less habitable for all living organisms. CO2 emissions are absorbed by the ocean, catalysing chemical reactions and increasing the ocean’s acidity which is measured in pH. For around 24 million years the acidity of the ocean remained relatively stable between 8 pH and 8,3 pH. However, since the industrial revolution our ocean has become 28% more acidic. Basically, our oceans are turning sour and so is the sea life. 14

Ocean acidification is weakening corals, making them turn white which is often referred to as “coral bleaching”. It softens the shells of scallops and slows the rate at which crabs and lobsters change skin.This increased acidity also confuses fish as their smell changes in this new environment. 15

There is not plenty of fish in the sea – Industrial fishing is one of the most significant drivers of the decline in ocean wildlife populations. Catching fish is not per definition a bad thing. Except for when we are catching more and faster than stocks can replenish, which is called overfishing and is what we are a straight A student at. 16

Industrial fishing vessels are equipped with heavy machinery and modern technology turning them into floating factories, that catch, process and pack as much fish as possible. In just 50 years of industrial-scale commercial fishing, mankind has managed to cut the population of large ocean predatory fish such as tuna, swordfish and sharks by 90%. This void of fish in the ocean does not only threaten the livelihoods of fishers and an important source of protein but also unbalances the ocean’s ecosystem. 17

The issue of overfishing and the depletion of these predatory speciesis closely linked to bycatch, the accidental capture of non-target species such as dolphins, marine turtles and sea birds. Each day, thousands of kilometres of fishing nets and lines are set up all around the world. This modern gear is often extremely strong and undetectable by sight. Their invisibility makesthem perfect for catching the desired species as well as anything else that comes on their path. An alarmingnumber of marine life gets pulled up with the catch and is then thrown overboard, dying or dead. 18

Nets are ghosting – Around 50% of the ocean plastic waste is made up of fishing nets – so called ghost nets – making it a major threat to all sea life. 19 Fishing vessels lose, discard or abandon around 640.000 tonnes of fishing gear every year, oopsies.The lost fishing nets float through the oceans like ghosts trapping, injuring and killing fish along the way. Once there’s too many dead fish stuck in the nets they sink to the ground. After a while the dead fish decay and the nets are ready for the next round of pointless killing. This cycle continues until the nets wash ashore or degrade, which may take months to years.  20

Illegal fishing – Illegal, unreported and unregulated (IUU) fishing undermines national and international laws. Those exist to manage fisheries sustainably as well as to conserve and protect marine biodiversity. In many maritime regions of the world, IUU fishing is majorly contributing to the rapid depletion of fish stocks, especially in developing countries’ coastal regions. Many of these countries’ coast guards do not have their own patrol ships needed to protect their waters from IUU fishing. 21

Unfortunately forced labour and slavery are common practise onboard IUU fishing vessels. Men often board these ships willingly, seeking work. Once they are isolated at sea, their wages are withheld, and they are subjected to violent, inhumane working conditions. Some enslaved fishers don’t even see land for years. 22

Sea Shepherd

Sea Shepherd is an international NGO whose mission is to defend, conserve and protect the ocean and marine wildlife through direct-action campaigns. In Africa they work with countries that do not have offshore patrol vessels  – which leaves them vulnerable to IUU fishing – to enforce national and international fisheries and conservation laws. Here’s where Sea Shepherd acts on the front line collaborating with local authorities, by providing crewed civilian patrol vessels and taking their law enforcement personnel on board to patrol and inspect protected areas. The organization operates with a fleet of 12 vessels, playing a crucial role in their campaigns.

MUD Jeans x Sea Shepherd

To do our part in reviving the oceans we’ve teamed up with Sea Shepherd to create
a capsule collection. The profits will go to support their mission against illegal fishing and plastic pollution. Be the first to discover our joined collection.