A few years ago, as a response to the heavily polluting denim industry, Dutch entrepreneur Bert van Son launched the lease concept of MUD Jeans.
The consumer can choose between buying or leasing MUD jeans: each month he pays a small fee, and after a year he can decide to either keep his jeans or to exchange his rental pair for another one.
MUD’s efforts for a circular fashion industry extend into every part of a jeans’ life: