Mud Jeans
Mud Jeans is a Netherlands-based B Corp certified direct-to-consumer apparel company that designs and sells premium circular denim and adjacent clothing for women and men, combining post-consumer recycled materials, a denim lease subscription, and a resale platform to operationalize a closed-loop sustainable fashion model.
- Company typePrivate
- Founded2013
- HeadquartersLaren, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mud Jeans does
Mud Jeans is a Netherlands-based circular denim brand operating as a B Corp certified direct-to-consumer apparel company. Founded in 2012 (with some sources citing 2013) by Bert van Son and headquartered in Laren, the company designs and manufactures premium jeans and adjacent apparel including jackets, T-shirts, chinos, dresses, jumpsuits, shorts, and skirts for women and men. Its core technology centers on circular design principles, combining post-consumer recycled denim, organic cotton, TENCEL lyocell, and recycled metal hardware with lower-impact wash techniques such as laser, ozone, and e-flow processing to deliver a measured carbon footprint of approximately 7.14 kg CO2e per pair versus an industry average of 23.45 kg. Each garment carries a QR-coded Digital Product Passport launched in 2024 enabling supply chain traceability for customers.
The business model combines three revenue streams: one-time product sales at $150-$196 USD per item via the own e-commerce storefront, a recurring Denim Lease subscription, and resale transactions through the MUD ReLoved secondary platform launched in 2025. Supporting circular services include a repair program, a jeans recycling take-back scheme, and gift cards. The company ships globally with free 1-3 day delivery in the EU and localized payment integrations including Klarna, iDEAL, Bancontact, Apple Pay, Google Pay, and Shop Pay. Operating geographies span Europe, North America, Asia Pacific, and Latin America through DTC shipping rather than wholesale, with catalog scale of approximately 125 women's and 88 men's SKUs and a stated 2026 commitment to 100% post-consumer recycled denim and full circularity.
Mud Jeans firmographics
Firmographics- Name
- Mud Jeans
- Legal name
- MUD Jeans
- Website
- https://mudjeans.eu
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mud Jeans is a Netherlands-based B Corp certified direct-to-consumer apparel company that designs and sells premium circular denim and adjacent clothing for women and men, combining post-consumer recycled materials, a denim lease subscription, and a resale platform to operationalize a closed-loop sustainable fashion model.
- Ownership category
- akta.pro rank
Mud Jeans industry classification
Industry- Product category
- Sustainable Denim Apparel
- NAICS
- Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (except Contractors) (31525)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)
- akta.pro primary industry
- Denim & Casualwear Brands (CRAAAAAE)
- akta.pro secondary industries
- Denim & Bottoms Cut & Sew (Jeans/Trousers/Shorts) (IMAOAEAD), Apparel Alterations, Repair & Circular Manufacturing (Remake/Upcycle) (CRAAAAAO), Denim & Garment Wet Processing (Stone Wash/Acid Wash/Distressing) (IMAOACAI)
Keywords
Where Mud Jeans is headquartered
LocationHeadquarters
- HQ city
- Laren
- HQ country
- Netherlands
- HQ region
- Europe
Markets served
Mud Jeans business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales (One-time Purchase): Customers purchase jeans and apparel items at set prices ranging from approximately $150-$196 USD. One-time transaction model for individual product purchases.
- Jeans Lease/Subscription: Mud Jeans offers a jeans leasing program where customers can lease jeans for a monthly fee. This circular business model allows customers to return worn-out jeans for recycling while continuing their subscription.
- Resale (MUD ReLoved): Pre-owned MUD Jeans are resold through their dedicated MUD ReLoved platform, extending product lifecycle and generating secondary revenue from circular fashion model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium denim products priced at $150-$196 USD |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Mud Jeans product offering
Product offeringCore offering
Mud Jeans designs and manufactures premium circular denim apparel for women and men, including jeans, jackets, T-shirts, chinos, dresses, jumpsuits, shorts, and skirts. Products are made from organic cotton and post-consumer recycled denim using lower-impact wash technologies. The company operates a circular business model encompassing a jeans lease/subscription program, an in-house resale platform (MUD ReLoved), repair services, and a jeans recycling program, supported by QR code-enabled Digital Product Passports for supply chain traceability.
Product overview
MUD Jeans is a B Corp certified circular denim brand offering premium circular denim for women and men. The core product portfolio includes denim jeans in multiple fits (Loose, Barrel, Tapered, Straight, Flared, Slim, Skinny for women; Loose, Tapered, Straight, Slim for men), complemented by jackets, T-shirts, sweats, dresses, jumpsuits, shorts, and skirts. The company operates a circular business model centered on the Denim Lease Program, MUD ReLoved resale platform, repair services, and jeans recycling. The ecosystem is unified by sustainability goals including 100% circularity by 2026 and use of post-consumer recycled denim. Supporting services include the Digital Product Passport with QR code for supply chain transparency, repair services, and gift cards.
Differentiator
Problem solved
Functional benefit
Brands
- MUD ReLoved: Dedicated resale platform for pre-owned MUD Jeans, created to extend the life of denim within the community.
- Denim Lease
Products and services
- MUD Jeans - Women's Denim Circular denim jeans for women available in multiple fits (Loose, Barrel, Tapered, Straight, Flared, Slim, Skinny), made from organic cotton and post-consumer recycled denim with a target of 100% post-consumer recycled denim by 2026.
- MUD Jeans - Men's Denim Circular denim jeans for men in Loose, Tapered, Straight, and Slim fits, made from organic cotton and recycled materials with a carbon footprint of 7.14 kg CO2e per pair.
- Denim Jackets Sustainable denim jackets for women and men including Fran Jacket and Sven Jacket, crafted from eco-friendly materials using lower-impact wash techniques.
- T-Shirts & Sweats Sustainable casual tops for women and men made from organic cotton and sustainable materials.
- Chinos Sustainable chino pants for men crafted from sustainable materials.
- Dresses Sustainable denim dresses for women made from eco-friendly materials.
- Jumpsuits Sustainable denim jumpsuits for women made from circular materials.
- Shorts Sustainable denim shorts for women and men made from organic cotton.
- Skirts Sustainable denim skirts for women including the Gwen Mid Skirt, designed for versatility.
- MUD ReLoved Resale Platform Dedicated resale platform for pre-owned MUD Jeans, created to extend the life of denim within the community and support the circular fashion economy.
- Denim Lease Program Lease-a-Jeans program allowing customers to lease jeans on a monthly fee instead of purchasing, promoting circular economy and reducing waste. Customers can return worn-out jeans for recycling while continuing their subscription.
Quantifiable outcome
- 7.14 kg CO2e per pair vs 23.45 kg industry average (70% lower carbon footprint)
- +1 more outcomes
Companies that use Mud Jeans
Customer profileSegments2 records
Ideal customer profiles2 records
Mud Jeans technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature3 records
Mud Jeans partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Mud Jeans competitors and assessment
Company assessmentDirect peers
- Nudie Jeans: Swedish premium denim brand operating a repair-for-free, take-back, and resale circular model very similar to MUD Jeans. Both target sustainability-focused consumers with mid-to-premium priced organic cotton denim and offer lifetime repair services.
- Kuyichi: Dutch sustainable denim and apparel brand using organic and recycled materials with transparent supply chains. Compares closely as a Netherlands-headquartered peer competing in the same European circular-denim segment.
- Boyish Jeans: Los Angeles-based sustainable denim brand producing jeans from recycled and organic fabrics with closed-loop recycling initiatives. Directly comparable as a smaller DTC sustainable denim specialist targeting similar eco-conscious consumers.
- DL1961: Premium denim brand built around eco-friendly manufacturing, recycled fibers, and vertical integration. Comparable to MUD Jeans in positioning sustainability and lower-impact production as a premium-priced differentiator in DTC denim.
- Outland Denim: Australian ethical denim brand producing premium jeans with a social-impact (employment) and sustainability narrative. Comparable as a values-led denim specialist selling at premium price points via DTC and select retail.
Emerging players
- Armedangels: Cologne-based sustainable fashion label offering organic and recycled denim alongside broader apparel collections. Comparable as a European sustainable-fashion peer with overlapping sustainability claims and DTC focus, though it spans more than denim alone.
Broad incumbents
- Patagonia: Large established outdoor and casual apparel brand with a renowned Worn Wear repair/resale program and aggressive recycled-material sourcing. Comparable as the benchmark incumbent for circular apparel models that MUD Jeans is attempting to scale in denim specifically.
- Levi Strauss & Co. Global denim incumbent with its own sustainability programs (e.g., Buy Better, Wear Longer, recycled cotton lines). Comparable as the dominant scale player whose circularity initiatives MUD must out-position in the sustainability segment.
- Everlane: US-based DTC apparel brand built on radical transparency, sustainable materials, and mid-premium pricing. Comparable to MUD Jeans in DTC-first GTM motion and sustainability storytelling, though operating across broader categories.
- Stella McCartney: Luxury fashion house built around sustainable and cruelty-free materials, including denim. Comparable as a higher-priced incumbent demonstrating that sustainability-driven premium pricing is viable at scale in apparel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mud Jeans social profiles
Digital presenceMud Jeans compliance and trust
Trust signalCompliance1 record
Mud Jeans financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mud Jeans leadership team
Management profileNumber of profiles
Profiles1 record
Mud Jeans funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mud Jeans M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mud Jeans
What does Mud Jeans do?
Mud Jeans designs and manufactures premium circular denim apparel for women and men, including jeans, jackets, T-shirts, chinos, dresses, jumpsuits, shorts, and skirts. Products are made from organic cotton and post-consumer recycled denim using lower-impact wash technologies. The company operates a circular business model encompassing a jeans lease/subscription program, an in-house resale platform (MUD ReLoved), repair services, and a jeans recycling program, supported by QR code-enabled Digital Product Passports for supply chain traceability.
Is Mud Jeans a public or private company?
Mud Jeans is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mud Jeans founded?
Mud Jeans was founded in 2013. It employs 1 to 10 people.
Where is Mud Jeans based?
Mud Jeans is headquartered in Laren, Netherlands, in the Europe region.
How does Mud Jeans make money?
Three revenue lines are on record. Product Sales (One-time Purchase) is the primary driver. The others are jeans Lease/Subscription and resale (MUD ReLoved).
Who are Mud Jeans's main competitors?
Direct peers on record are Nudie Jeans, Kuyichi, Boyish Jeans, DL1961 and Outland Denim. Armedangels is listed as an emerging player. Broad incumbents are Patagonia, Levi Strauss & Co., Everlane and Stella McCartney.
Does Mud Jeans have an API?
No public API is recorded for Mud Jeans.
What industry is Mud Jeans in?
Mud Jeans's product category is Sustainable Denim Apparel. Its primary akta.pro industry code is CRAAAAAE, Denim & Casualwear Brands, with a secondary code of IMAOAEAD, Denim & Bottoms Cut & Sew (Jeans/Trousers/Shorts). Its NAICS code is 315 and its SIC code is 2300.