×

We've got news for you.

Register on BusinessLIVE at no cost to receive newsletters, read exclusive articles & more.
Register now

Despite the name, MUD Jeans is anything but dirty. In a business with a history of scandals, from child labour to hazardous processes such as sandblasting, this modest Dutch company aims to make good-looking jeans that are ethically and ecologically sound."Fashion is the second biggest polluter in the world," said CEO Bert van Son, who has worked for 35 years in the clothing industry. "Some 24-billion tonnes of cotton are made every year, and 24% of all insecticides and 11% of pesticides are used on cotton. It’s totally out of hand. We need to use organic cotton — which doesn’t pollute the water — or recycle cotton like paper."And so MUD Jeans gives shoppers a unique opportunity: for a one-time €20 membership fee, you can "Lease A Jeans" for €7.50 a month (around $9), paying €90 in installments as opposed to €98 to buy a pair of jeans outright. After a year, you have three options. You can keep your MUD jeans (the company will repair leased jeans free of charge), you can return them...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as articles from our international business news partners; ProfileData financial data; and digital access to the Sunday Times and Sunday Times Daily.

Already subscribed? Simply sign in below.



Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now

Would you like to comment on this article?
Register (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.

Commenting is subject to our house rules.