SUSTAINABILITY REPORT 2021

We believe that simple claims about sustainability are just not enough. This is why, every year, we publish our MUD sustainability report. Here, we reflect on our achievements, failures and future goals. It is our way of diving deeper and showing you exactly what we are up to, now and in the future.

Our latest numbers are in 🌍

94%


Less Water

75%


Less CO2

124.7


B Corp points

Every year, we conduct a Lifecycle Analysis on our products to find out exactly what their environmental impact is and how we can reduce it further. The percentages above are calculated by comparing the environmental impact of our jeans to the industry standard.

94%

Less Water

(18% reduction) (393 litres)


75%

Less CO2

(3% reduction) (5.9 kg CO2 eq.)


124.7

B Corp points

Through our pioneering approach we are changing the status quo within the fashion industry.


Our Mission & Strategy

Our Mission & Strategy


Our mission is for the fashion industry to be driven by circular production and conscious consumption.

We pioneer with jeans by taking positive action, being transparent and supporting sufficiency. We believe that being mindful of nature and people is a necessity. And we see a future in which the fashion industry finds a way of producing and consuming that does not stand in the way of our enjoyment of this planet, nor that of future generations.

To radically change the fashion industry, our strategy is based on the three pillars below.

Circular Economy


We take back our old jeans and those from other brands to close the loop. Through circular design we ensure that our products can be recycled over and over.

Fair Factories


By maintaining a short supply chain, we foster a close relationship with our partners. By producing consciously, we can create a good working environment for everyone involved.

Positive Activism


Through our pioneering approach we aim to change the status quo within the fashion industry. By being radically transparent, we hope to inspire others to walk the talk with us

Here's our highlights of the year

Circular Economy

We take back our old jeans and those from other brands to close the loop. Through circular design we ensure that our products can be recycled over and over.


Fair Factories

By maintaining a short supply chain, we foster a close relationship with our partners. By producing consciously, we can create a good working environment for everyone involved.


Positive Activism

Through our pioneering approach we aim to change the status quo within the fashion industry. By being radically transparent, we hope to inspire others to walk the talk with us

Best for the World 2021

Best for the World


In 2021, we were recognised as Best for the World by the B Lab.


Since 2015, MUD Jeans has been a proud B Corp. B Corps are certified companies who use their business as a force for good. Every 3 years, a detailed assessment is carried out which provides companies with their scores. With a score of 74.1, we had the highest score in the Environment category worldwide in 2021! The ultimate proof that we are on the right track.



A circular
denim cover

A circular denim cover


We partnered up with Ikea, making their iconic KLIPPAN more circular.


In 2021 we took our fabrics a step further. Together with Ikea, we developed their first circular denim cover made from 60% organic cotton and 40% post-consumer recycled denim. Each cover saves 27,000 litres of water and reduces its carbon footprint by 67%.



11512

Trees regenerated
& old jeans recycled
into new jeans

With every MUD purchase you can send any old jeans back to us for recycling, as long as they are at least 96% cotton. Old MUD Jeans can be sent back for recycling at any time. This is our way of preventing jeans from ending up in landfill and valuable resources from being wasted. In 2021, we were able to recycle 11512 jeans with your help!

And for every jeans sent to us for recycling, we donate to the non-profit Justdiggit to regenerate one tree.Justdiggit uses a special technique to help these stumps grow back into trees and eventually store CO2 and water in the area.




Messy for COP26

Messy for COP26

A monster made from old denim.


Together with the environmental documentary streaming site WaterBear, we created a 5-metre sculpture shaped like the iconic Loch Ness monster. It was unveiled in London in time for COP26 to remind of the importance of a circular way of living.




A sustainable
fashion course

A sustainable fashion course

An introduction into sustainable fashion for the next generation of changemakers.


In collaboration with industry experts and world-class universities, we developed a short course for students and young professionals interested to learn more about the topic. After five classes, participants can receive an official certificate.




Our materials

Material Transparency

100% of all our styles are circular. The journey of a pair of MUD Jeans starts with a cotton bulb in Turkey or India. This cotton travels to Spain and is blended with recycled fibre that is produced by Recover. Ferre spins these fibres together to make a new yarn. The yarn is taken to Tejidos Royo where its dyed and woven into a fabric. This is the fabric process for 89% of all our jeans. 10% is produced by Bossa. The story is much the same, the only difference is its location. The cotton, the spinning and weaving all takes place in Turkey. All fabrics travel to Yousstex International where they are transformed into individual pairs of jeans.

99% of our fabrics use OCS certified organic cotton and GRS certified recycled cotton. We use top sustainable and high-quality products. Our focus is keeping the use of materials monogamous to cotton (or other cellulose-based fibres). This ensures that our jeans can easily be recycled and reincorporated into production. In 2021 our total production consisted of 70% organic cotton and 28% recycled cotton. We had some styles with a small amount of Tencel, but this was less than 1%. The final 1% is the use of elastane to make some of our jeans stretchy.

Working with recycled cotton is not easy, but we push limits and demonstrate that it can be done. 97% of our jeans contain recycled content, 32% of which are made with 40% post-consumer cotton.


Read the full report here ⬇️


Since you made it all the way to the bottom here, check out our LCA report for a deep dive into the numbers.

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