Dutch Denim brand Mud Jeans is given a new image in which the focus is on style, fashion and attractiveness. The brand recently opened its first brand store in the center of Amsterdam, which already indicated the new orientation. What else does rebranding bring with it? Fashionunited asked Mud Jeans five questions.
What is the core message and brand identity that Mud Jeans wants to convey with rebranding?
“Mud Jeans is the most sustainable denim brand in the world. The brand was founded with only one mission: to show that fashion can be designed sustainably and with fundamental values. In the past 12.5 years we have learned that consumers: inside both attractive and sustainable products want. With this knowledge, Mud Jeans takes a turn towards more precisely and more attractive styles. “
“The focus is now on the relaunch of the brand with a positioning that reflects both sustainability and the attractiveness of Mud Jeans. This can be in our Call-to-action summarize: make the planet cooler. The basis of this Call-to-action is our positioning as a ‘Premium Circular denim’ label-which in our opinion is a simple and understandable description. ”
“The core message of the renewed brand Mud Jeans is: ‘Look cooler while you are cooling the planet’. We believe that circular fashion can have a positive impact on global warming. The fashion industry is currently causing more pollution than air and shipping. It is important to mention that ‘look cooler while you are cooling the planet’ is not something that will openly communicate the brand. This message is communicated visually and through brand behavior. “
How should Mud Jeans be perceived after rebranding? And how does this fit the needs of the target group?
“We want Mud Jeans to be perceived as a leading voice in the circular fashion industry. We know that this will take time. However, the brand has positioned itself as an expert in the past 15 years. We now want to build on that with the help of attractiveness. We know that attractiveness meets the needs of consumers: so we believe that we have the right ingredients for sustainable success. ”
Which visual and strategic elements change to support the new brand positioning?
“This rebranding is redefined by the Mud Jeans brand; From the mission to vision and from the promise of value to the brand language, including the Tone of Voice of the brand. The passports are continuously improved in harmony with our new orientation. ”
“Mud Jeans works with an external agency whose creative director has experience with Beats by Dre, Apple, Meta and Wieden & Kennedy. The internal team worked intensively on the update of the website, social media, sales outlets and the poster. The external agency from Mud Jeans develops content to communicate the emotional core of the brand. The launch is planned for March. “
How does rebranding fit the company’s other strategies?
“This rebranding is in line with the more comprehensive strategy of Mud Jeans to increase brand awareness, increase sales, expand into new markets and build an international franchise organization.”
What does Mud Jeans look into the future?
“Mud Jeans will expand the range in the future. This will become consumers: In the future, the choice between T-shirts, sweatshirts, hoodies and knitting goods will also become more than you get more opportunities to make the planet cool. ”
This interview was conducted in writing and then edited.
This article previously appeared on Fashionunited.nl and was used with digital tools translated.
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