To celebrate its twelve and a half year anniversary, Dutch denim label Mud Jeans is launching jeans made from 55 percent recycled post-consumer cotton (PCR). This comes from collected old jeans. In a press release, Mud speaks of a breakthrough. The typical proportion of recycled material in the industry is usually between 20 and 40 percent.
The innovation is tested on Mud Jeans bestsellers. These are the barrel fit styles ‘The Brooke’ for women and ‘The Ben’ for men in a dry indigo wash. Each pair is finished with copper buttons and rivets, a design Mud is known for.
Large-scale recycling of cotton has been a major challenge in the denim industry for years. Cotton fibers become weaker with each recycling process. That’s why denim brands are setting a limit for recycled material and adding new cotton to ensure quality. This problem is even greater with PCR, i.e. textiles that have already been worn, than with industrial waste such as offcuts from factories.
Mud Jeans was able to produce the new denim thanks to its own take-back program. Customers return their old jeans for reuse. In the press release, the company also refers to advanced processes for restoring the quality of the fibers as well as high-quality spinning technology.
The launch is part of Mud Jeans’ ambition, the ‘Road to 100’. The goal is to develop high-quality, circular jeans made from 100 percent PCR material. The brand wants to reduce the demand for new cotton.
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