Denim collection celebrates seamless fusion of comfort, style and love for our planet

Laren, The Netherlands – April 22, 2024 – Today, MUD Jeans launches the world's first circular Jeans containing TENCEL™ fibers, embodying the harmonious blend of comfort, style, and love for our planet. Coinciding with World Earth Day, this groundbreaking denim collection underscores the urgent call for a world without waste.

Meticulously crafted, the premium jeans blend preloved recycled denim, organic cotton, and TENCEL™ Lyocell—fibers made from wood, a natural raw material. The collection is the result of an innovative collaboration between MUD Jeans and TENCEL™ and represents a major step towards a waste-free planet. The capsule collection consists of 20 styles, available for both men and women, featuring TENCEL™ Lyocell fibers, derived from the natural raw material wood, carefully sourced from responsibly managed forests. The wood taken from nature is purposefully balanced with forest growth rates, to ensure the continued availability of this valuable resource, ensuring unmatched softness and comfort, while serving to respect mother earth.

‘Easy on You, Easy on the Planet’ Campaign

Introducing the "Easy on You, Easy on the Planet" campaign, inspired by the naturally soft and smooth touch of TENCEL™ fibers, embodying the essence of the collection. The campaign is dedicated to the people who cherish softness, making comfort easy on you and easy on the planet.

Honouring those who embrace simplicity and kindness, it advocates for a lifestyle that prioritises comfort and style while simultaneously championing a brighter, greener world.

Jolanda Brink, CEO, MUD Jeans explains; “MUD Jeans, as a slow premium fashion brand has entered a long-term collaboration with Lenzing. We are like-minded partners who want to create products which are desired by consumers and are made with the planet in mind.”

Tuncay Kılıçkan, Head of Global Business Development for Denim, Lenzing AG adds; “Together with MUD jeans, we embark on a journey towards circular fashion excellence with our enduring partnership, seamlessly intertwining MUD jeans' timeless denim craftsmanship and TENCEL™'s steadfast commitment to circularity, highlighting fashion with purpose and longevity.”

Pop-up experience

To celebrate this milestone, MUD Jeans invites everyone to experience the unmatched softness and perfect fit firsthand at their flagship store in Groene Afslag, Laren, transformed into a TENCEL™ pop-up experience starting May 1. Additionally, the capsule collection will be available in select clothing stores across Europe (link to all shops) and online at mudjeans.eu.

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About MUD Jeans

MUD Jeans is the worlds’ first circular denim brand, leading the way towards a waste-free world by crafting new premium jeans from pre-loved ones.

The Dutch company, which started in 2012, designs and produces timeless denim collections using closed loop post-consumer recycled and organic cotton. MUD Jeans aims to protect our home planet, inviting consumers to actively join on this journey.
The company launched the pioneering 'Lease A Jeans’ fashion concept and became in 2015 one of the world’s first B Corps. Over the years MUD Jeans has grown into a leading international fashion brand, earning recognition through various prestigious sustainability prizes and awards.

MUD Jeans - For the planet, for you, for the rest of your life.

www.mudjeans.eu