Mud Jeans, the Dutch circular-denim brand, was founded in 2012.
Mud Jeans was established by Bert van Son in the Netherlands. The company built its identity around reducing denim waste, using recycled cotton and encouraging customers to return or lease jeans so materials could remain in circulation. Its business model made circularity a central part of the brand rather than a separate environmental campaign.
The company’s name is commonly written as MUD Jeans, with “MUD” in capital letters. It is distinct from ordinary references to mud-colored jeans and from similarly named fashion or footwear businesses.
The year 2012 marks the company’s founding. Recycling initiatives, leasing programs and later material innovations were introduced as the brand developed. These later developments should not be substituted for the founding date when identifying the origin of the label.