Why it belongs in ORBIS
Amsterdam circular denim since 2013 — lease model with free repair and post-consumer recycled content.
Mud Jeans is an Amsterdam-based circular denim label founded in 2013, operating on a pioneering 'Lease A Jeans' model. Customers pay a monthly fee to lease a pair for one year, with free repair services included, then return them for recycling or trade for a new pair. The company utilizes up to 40% post-consumer recycled content sourced from discarded denim in its jeans. In a typical year, Mud Jeans receives back approximately 10,000-15,000 pairs of customer returns (exceeding 11,500 in 2021). The brand designs jeans for durability and recyclability, reducing textile waste and promoting sustainable fashion consumption. Founded to champion the circular economy, Mud Jeans opened its first flagship store in Amsterdam.