There is a new generation upcoming. We are striving towards a use-culture rather than a possession-culture. MUD Jeans with its fashion preview ‘Lease a Jeans’ is a good example from this use-culture.
What is it?
MUD Jeans is a Dutch fashion brand that is sustainable and brought a fashion preview on the market: ‘Lease a Jeans’. You don’t buy jeans anymore, you use it. This is a new way of consuming.
The jeans from MUD Jeans can be purchased or leased. But they always want their pants back, so they can recycle it in new fashion products. Why? Because recycling reduces waste, consumption of water and raw materials.
Lease a Jeans wants to show us that a circular economy in the apparel industry is possible.
Why is it cool?
The brand and concept of MUD Jeans are cool, because they show us that a circular economy is possible in today’s society. I hope that this will inspire other people and they will take this as an example.
This signal really says something about status. You are what you do. But companies are also getting more transparent for the rest of the world. They provide a better view into what they do. This is set to continue in the future.
Companies will also make more use of powerful images. They want to anticipate in the growing world of virtualization.
Be the one who cares! Join the Mud Generation and Lease a Jeans!
I read an article about MUD Jeans in Tribu-te number 4/winter 2014.
I’ve also taken a look at http://nl.mudjeans.eu.