Focus | MATERIALS Cycle | BIOLOGICAL X1 | REFURBISH Business Model | USE ORIENTED Material Flow | CIRCULAR
MUD Jeans, a certified B-Corporation based in the Netherlands, pioneered the garment lease model launching 'Lease-A-Jeans' in 2013. Customers lease premium denim for €10.80 monthly with options to keep, upgrade, or return for recycling after one year. The company uses up to 40% post-consumer recycled content sourced from returned customer jeans, processed through reverse osmosis recycling that recycles 95% of water used in production. Returned jeans undergo quality assessment for reuse or upcycling; unusable pairs are shredded and remanufactured into new denim. This closed-loop model won the Koning Willem I Prize for sustainable entrepreneurship (2022), demonstrating viability of garment-as-service in fashion.