Old jeans, new life
Rather than selling them, MUD Jeans loans its jeans for a fixed period, after which the wearer can decide whether to keep them or send them back for upcycling into vintage models. Recycling is also an option, in which case the fibres of the denim fabric are used to make other products, such as jumpers. Even the details are sustainable: labels are made from waste cotton and printed in organic ink. And of course, all products are made from organic cotton coming from fair-trade organisations.