Overview
The Need: The rise of 'fast fashion' has meant that clothes utilisation rates have declined steeply since 2000. Furthermore less than 1% of material used to produce clothing is recycled into new clothing, with a loss of USD100 billion/year.
The Solution: MUD jeans are made from 40% recycled content, the material is derived from discarded jeans.
What makes it particularly circular? The jeans are offered on a subscription model, so that repairs are free and users can swap their jeans for a new pair.
The result: More flexibility for customers; more predictable material supply chain for MUD. Lower environmental impact associated with jeans.