Mud Jeans has introduced the 'Lease A Jeans' fashion concept. This represents a new way of consuming in which using garments becomes more important than possessing them. Mud Jeans recycles or upcycles all its materials, showing that it is possible for the clothing industry to transition to a circular economy.
One of the focuses of DOEN's programme 'A New & Circular Economy' is on entrepreneurs who market a sustainable product in an innovative way. Mud Jeans is a good example of a company that not only markets a sustainable product, but also actively tries to bring about a change in the sector.