Target: Bert Van Son, CEO and Founder of Mud Jeans
Goal: Applaud new program allowing customers to rent jeans out of recycled fibers
Fashion has never been so environmentally friendly. Mud Jeans, a Dutch company, recently launched a program called “Lease A Jeans.” Customers can rent pairs of jeans made from organic cotton and recycled fibers for up to a year when they can either return the pants for another pair or keep them. Every pair of returned jeans are then rented out once more, or up-cycled into different items like sweatshirts or shoes. Thank Mud Jeans for showing us that fashion does not need to come at the cost of the environment.
Recent statistics reveal that only about 25 percent of textiles in Europe are recycled. In the Netherlands alone, 297,623,700 pounds of fabrics are burned annually. Clothing is incinerated or tossed into landfills, creating growing problems for sustainability. These jeans are made from GOTS-certified (Global Organic Textile Standard) materials, meaning it must contain at least 70 percent organic fibers and meet certain chemical criteria in relation to environmental impact. Mud Jeans even prints their label directly on the pants as leather labels are harder to recycle.
Founder Bert Van Son hopes to introduce the idea of clothing recycling into international culture. He says there are currently 1,500 people already leasing jeans from his company. Customers pay a flat rate of 20 pounds at purchase, and an additional 5.95 pounds for each month after. At the end of the year, the jeans can be swapped for a new pair or kept. The rental agreement also includes repair services.
Mud Jeans hopes to expand into America, utilizing local manufacturers to keep the products as environmentally friendly as possible. Bert Van Son recognizes that success will come when the jeans are accepted as part of cultural movements. Balancing the environment is like a dance: Each step matters, and leads into the next. Integrating the practice of recyclability into fashion facilitates human creativity while protecting the planet. Applaud Mud Jeans for pioneering the field of eco-fashion.
Dear CEO Bert Van Son,
I recently discovered the Lease A Jean program. Your company’s vision for blending recycling with fashion is both necessary and inspirational. It’s taking everyday items and making them environmentally friendly. Seemingly small steps like these are actually enormous progress for protecting the planet, so I thank you for starting this program.
You likened the program of sharing jeans to people sharing washers and dryers at Laundromats. These places might have seemed uncomfortable and foreign to customers when they were first implemented, but they’re now embraced as a natural part of life for many. Hopefully the idea of recyclable jeans will grow in the same way.
[Your Name Here]
Photo credit: Dvortygirl via Wikimedia Commons