DANIQUE GUNNING (08) CO-OWNER, MUD JEANS

Consumers are dealing with a lack of trust. Fast fashion brands are using the word ‘sustainability’ as a marketing tool, which leads to the term losing its meaning and credibility. We offer total transparency and just completed a Life Cycle Assessment for all of our products, giving us the exact impact of every pair of jeans. But the key in selling denim is to make it personal. So even if we have the numbers right, we need people to experience that it feels extra good to wear something sustainable. We are now launching our #ISAVEDIT campaign, where influencers can share what it feels like to wear jeans that score highest on the sustainable ladder. We can tell that it feels better to be wearing jeans that align with someone’s life goals, but it is even better if they share that amongst their followers.

In every decision we make, circularity is at the core. For example, we are now conducting research to produce the first jeans made from 100% recycled denim. Before that we did crazy things, like driving to the recycling factory in Valencia with 3,000 returned MUD Jeans to film the recycling process. Last year we visited our factory in Tunisia with our entire team, explored Tunisia, did a photo shoot and showed our stay there in stories on our Instagram. To us, this is personal and honest storytelling, displaying total transparency.