A smart refill system for household products: Replenish
Customisable plastic packaging, replacing single-use products with refill bottles.
MUD makes, rents and recycles organic cotton jeans.
"If you love jeans as much as this planet you’re in a good place here"
Why it’s an example of the circular economy
MUD has turned the ‘make, buy, wear, bin’ fashion model on its head. Customers rent the jeans and return them to MUD when the denim is worn out. MUD can then repair the jeans or recyclerecycleTransform a product or component into its basic materials or substances and reprocessing them into new materials. them – they’re not burnt or tossed into landfill. In a circular system, materials stay in use.
MUD also uses renewable energyrenewable energyEnergy derived from resources that are not depleted on timescales relevant to the economy, i.e. not geological timescales. and innovative technology to clean up the toxic production process widely used in denim manufacture.
The problem with jeans
Most jeans today are made, sold, worn, and then burned or tossed into landfill. Less than 1% of material used to produce clothing is recycled.
Jeans are some of the most polluting and wasteful clothes we make. A typical pair of jeans uses up to 7,000 litres of water and toxic chemicals and dyes are routinely used in their production.
How MUD works
With the goal of ‘a world without waste’ MUD jeans has pioneered a circular business model for jeans.
‘‘We aim to change the fashion industry"
A new business model and innovative manufacturing techniques
MUD lease jeans made from 40% recycled denim and 60% organic cotton for a monthly fee. Free repairs are included during the leasing period.
After leasing for a year, you have three options:
Swap your jeans for a new pair and continue leasing for another year.
Keep the jeans and wear them for as long as you like - you can send them back at any time for recycling.
End the relationship and send the jeans to MUD to get a voucher for a new purchase.
What happens to the jeans customers send back?
If the jeans are in good condition, they’re cleaned, repaired if necessary, and sold as vintage pieces. As MUD is quick to point out, while competitors spend time, money, and energy creating a ‘vintage’ look for their products, returned jeans have developed this style naturally. Jeans beyond repair are returned to the denim manufacturer to be recycled and put back into the system.
How MUD jeans are made
MUD reduces their impact by using new techniques. They:
save water by using a rainwater-only factory where 95% of water is recycled
create a desirable worn effect by using lasers instead of potassium permanganate
get a stonewash effect by using abrasive parts inside washing machines rather than polluting pumice stones
work with suppliers who are energy self-sufficient
get a bleach-wash effect using oxygen converted into ozone - afterwards, the ozone is turned back to oxygen
Benefits to society
MUD’s business model doesn’t just help the environment.
They work with their manufacturers to ensure:
workers get fair wages
workers and local people are protected from harmful substances
an equal working environment for women and men
