Creating a world without waste Simplicity is the key. There are two main materials that go into every mud jeans: Organic cotton and recycled cotton. It all started in 2012 when Bert van Son founded MUD Jeans. With over 30 years of experience in the fashion industry, he has seen it all. He witnessed that life for factory workers is extremely stressful and that the endless demand for material, due to exploded production, is ruining our planet. He wanted to do things differently. Why jeans? Well, jeans are one of the most polluting items in the fashion industry. They consume 7,000 gallons of water and nasty chemicals. With over 200,000 million jeans sold each year, the impact of recycling jeans and using organic cotton can be huge. We want future generations to enjoy this planet as much as we do. Do we all want to be circular? There's a bit of a challenge here. To make the circular economy attractive in fashion, recycled cotton would have to be cheaper than newly produced cotton, not the other way around. But that's not the case, or rather, not yet. We accept the challenge.