It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Bert van Son, founder of MUD jeans.

MUD are the worlds first, and only, circular denim brand, producing jeans using recycled cotton and granting customers the option to lease or buy their jeans.

Bert founded MUD following a career in fashion, as CEO of clothing manufacturers Sahinler and Leomil.

In our discussion, we covered:

👖 How MUD developed their ‘lease a jeans’ model

👖 Why the fashion industry is so behind on sustainability

👖 The difficulties he has faced in sustaining a circular business model through the pandemic and the war in Ukraine

Bert also told the fascinating story of when IKEA came to MUD to ask for advice on becoming a circular business.

John Higginson

Founder & CEO, Higginson Strategy