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- What we stand for
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FWF welcomes MUD Jeans as a new participant to the Young Designer programme. The Dutch denim brand became known in The Netherlands with its unique Lease-A-Jeans concept.
MUD Jeans produces recyclable jeans. Customers return their jeans when they don’t wear them any longer. MUD Jeans reuses all materials, while the customer can switch to a new pair. Returned jeans are upcycled or recycled into new items.
“Producing jeans in the conventional way has an immensely negative impact on the environment and on many people who are involved in the production”, says CEO Bert van Son. “MUD Jeans shows that well designed jeans can be produced in a sustainable way.”