Lookbook - Summer 2015

L O O K B O O K 2 0 1 5A C I R C U L A R D E N I M W O R L D

L O O K B O O K 2 0 1 5A C I R C U L A R D E N I M W O R L D

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L O O K B O O K 2 0 1 5

P R O J E C T M A N A G E M E N T

Danique Gunning

A R T D I R E C T I O N A N D P H OTO G R A P H Y

Brechtje Baars & Leonoor Verplanken

© All rights reserved

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W H O W E A R ET H E S TO R Y U N C O V E R E D

You’re in the right place to read our story and discover our newest

products. We mapped out a visual story to explain what we stand for : what

our values are and what mood we’re mostly in.

We are in the world of fashion to offer a new way of thinking. We aim to

make fashion circular. It all started with a dream. A dream about a world

in which there is no such thing was waste. What if we all clean up our own

mess? This simple thought let to a concept that is called Cotton Lease.

At MUD Jeans, we sell jeans, but lease the cotton and thus retain ownership

of the raw materials. We ask customers to return their jeans after use

and we reward them for it. Returned jeans hold valuable materials. These

materials are shredded, blended with virgin cotton and return as a new

denim thread.

We are proud to represent a new consuming philosophy. Besides, working

according the principles of the circular economy, in which waste becomes

the source of growth for something new, sparks the creativity.

We not only create our own circle of denim products, we also build long-

term relations with customers. We seek partners who share this new

approach of fashion, those who understand that today, it’s not only about

looking great. It’s about being great as a company too.

Enjoy the ride!

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B O D I L : J E A N S B oY f R I E n D B A s I n S TO N E B L U E

A R T H U R : J E A N S R E g U L A R D U n n T R U E I N D I G O

B O D I L : J E A N S R E g U L A R s WA n A U T H E N T I C I N D I G O, S W E AT E R D E n n I K L I G H T B L U E

“ W E D R E A M O F A W O R L D I N

W H I C H T H E R E I S N O S U C H T H I N G

A S WA S T E . T H AT ’ S W H Y W E D E S I G N

J E A N S F O R E V E R Y D AY L I F E W I T H

R E C Y C L I N G I N M I N D . ”

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A R T H U R : J E A N S s L I M L A s s E n P U R E B L U E , S W E AT E R Ro B B Y B L U E

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F R E E S p I R I T S T R A V E L T H E W O R L D

“ W E D I S C O V E R E D T H AT O U R C U S TO M E R S A R E

T R U E p I O N E E R S , p E O p L E T H AT WA N T TO G A I N

N E W E x p E R I E N C E S A N D L I K E TO T R AV E L A N D

E x p L O R E T H E W O R L D . W E E N C O U R A G E T H I S .

T H E I R A D V E N T U R E S S H A p E T H E C H A R A C T E R

O F O U R J E A N S . W E L I K E TO S E E T H E M B A C K

W I T H A L I F E F U L L O F E x p E R I E N C E S . ”

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B O D I L : J E A N S s K I n n Y L I L LY P U R E B L U E , S W E AT E R D E n n I K L I G H T B L U E

A R T H U R : J E A N S R E g U L A R D U n n T R U E I N D I G O, S W E AT E R M I D B L U E

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H O W I T S TA RT E DF R O M C H I N A TO M U D J E A N S

In 1979, Bert van son, at the age of 23 moved to China to get a job in the

textile industry. He learned a lot from the Chinese culture but also saw

firsthand the effects of today’s fast fashion industry on factory workers.

“I know what factory workers have to deal with. Producing cheap garments

at such a high pace has impact on their safety and health. I ’ve witnessed

factory workers fall ing asleep while doing their job, because they worked

14 hours non-stop”, says CEo Bert van son.

Ever since, he knew that one-day in his l i fe he was going to do things

differently. It started in 2013, with the introduction of Lease A Jeans, a

concept that evolved into what is called Cotton Lease today.

Together with a dedicated team, he turned MUD Jeans into a disruptive

brand that works according the principles of the circular economy. All

raw materials are recycled after use. According to Bert van son, recycling

is both fun and sustainable . It reduces the amount of waste, water use,

consumption of raw materials and it is fun at the same time.

M U D J E A N S 2 0 1 5

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C R E AT I N G T H E C O L L E C T I O ND E S I G N E D F O R R E C Y C L I N G

It’s true. Classic jeans never go out of style . our jeans are classic with a

circular twist. Driven by our pursuit to make sustainable jeans for every

day life , we combine innovative techniques and craftsmanship. Each pair of

jeans is made from the highest quality denim.

Recycling forced us to rethink the way we design. A new denim thread is

born when the jeans are shredded and mixed with freshly harvested cotton.

Before doing so, the buttons and rivets are separated from the fabric .

Leather patches would mean an extra production step in the recycling

process. That’s why we turned down leather on our jeans and use printed

ones instead.

To keep our loop of denim products as pure as possible we implement

sustainable cotton farming methods. We only work with global organic

Textile standard (goTs) and Better Cotton Initiative (BCI).

Creating one jeans takes an average of 8.000 litres of water. Using recycled

fabrics means that less water and fewer resources are used in the process.

We always seek for new ways to decrease the amount of water use. We’re

proud to collaborate with DnM, our manufacturer who created a new

fi ltration technique that saves up to 85% of the water used in production.

We only work together with carefully selected manufacturers. They are

selected based on their high quality denim, their ambition for innovation

and because we trust them in promoting safe working conditions. Together

we create a save working environment for everybody involved in the making

of our jeans.

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M E N S C L A S S I C S 2 0 1 5

Classic jeans made for every day life . Wear them to work. Wear them

outside. They all come with recognizable woven labels on the coin- and

back pocket.

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J E A N S R E g U L A R B RY C EA U T H E N T I C I N D I G O

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R E G U L A R B RYC ER E G U L A R F I T � S T R A I G H T L E G � B U T TO N F LY

These jeans have a modern straight fit and remain straight from the thigh down to the leg opening.

The regular structure at the waist provides a high level of comfort that is appreciated by many.

Made in Italy � GOTS cer tified cotton

Authentic Indigo

strong Blue

Independent Blue

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L O O S E p E E L ER E G U L A R F I T � S T R A I G H T L E G � B U T TO N F LY

These jeans have a loose fit at the waist and hip, with a wide leg from thigh to knee.

The jeans have a regular rise at the front and back.

Made in Tunisia � BCI certif ied cotton

stone Blue

TrueIndigo

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J E A N S L o o s E P E E L ES TO N E B L U E

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J E A N S R E g U L A R D U n nT R U E I N D I G O

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R E G U L A R D U N NR E G U L A R F I T � TA P E R E D L E G � B U T TO N F LY

These regular jeans come with a tapered leg. The leg slims down from the knee to the ankle .

Regular Dunn can be worn as regular fit or a l ittle loose when going up one size.


stone Blue

TrueIndigo

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S L I M L A S S E NS L I M F I T � S L I M L E G � Z I P F LY

A tight fit and a slim to super slim leg is what make slim Lassen totally 2015.

The jeans have a normal rise . The narrow leg design gives the jeans a modern look.


Blue Pride

PureBlue

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J E A N S s L I M L A s s E n B L U E P R I D E

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W O M E N S C L A S S I C S 2 0 1 5

sophisticated jeans for every day life . Wear them to work. Wear them

outside. They all come with recognizable woven labels on the coin- and

backpocket.

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J E A N S R E g U L A R s WA nI N D E P E N D E N T B L U E

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R E G U L A R S WA NS T R A I G H T F I T � M I D W A I S T � Z I P F LY

These jeans have a classic straight leg and a mid waist.

The leg falls over your heals and can be combined with all kinds of shoes.

Made in Italy � GOTS cer tified cotton

Independent Blue

strongBlue

Authentic Indigo

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S K I N N Y L I L LYS L I M F I T � M I D W A I S T � Z I P F LY

This is the modern variation on the classic 5-pocket jean. This super tight fit makes the

female body look optimal. stretch is added to make the jeans feel comfortable .


Blue Pride

PureBlue

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J E A N S s K I n n Y L I L LYB L U E P R I D E

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J E A N S s K I n n Y H A z E nB L U E P R I D E

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S K I N N Y H A z E NS L I M F I T � H I G H W A I S T � Z I P F LY

These jeans have a slim fit, a tight leg opening and a high waist. The tight fit is designed to make

the female body look at its best. The high waist gives the jeans an edgy look.


Blue Pride

PureBlue

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B OY F R I E N D B A S I NL O O S E F I T � M I D W A I S T � Z I P F LY

These jeans are slim around the waist and hips and loose around the thigh and knee.

They are the best of both worlds; loose and slim. once tried on, people don’t want to pull them off again.


Lightstone

stoneBlue

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J E A N S B oY f R I E n D B A s I nL I G H T S TO N E

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S W E AT E R S A N D T- S H I RT S

Comfortable knits, sweaters and tees for men and women. Made out of

either recylced cotton or goTs certif ied organic cotton.

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S W E AT E R Ro B B YB L U E

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M E N S S W E AT E R ST I M E L E S S B A S I C S - P R O V I D I N G E V E R Y D AY C O M F O R T

BRETON ELK INS

This blue and white jumper is an original take on the

Breton striped sweater. It’s made from 84% recycled

denim; a world’s premier. It has a round neck and long

sleeves that can be rolled up.

100% cotton

blue white striped

s � M � L � XL � XXL

ROBBY

This funnel neck jumper is perfect for days when it’s

too cold to go out in a t-shirt but too hot to wear a

coat. The jumper comes with a button. It’s made from

84% recycled denim and organic cotton.

100% cotton

blue � beige


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W O M E N S S W E AT E R SC O M F O R TA B L E S W E AT E R S A N D C A R D I G A N S M A D E O U T O F S U S TA I N A B L E C OT TO N

PALLY

This cardigan in l ight blue is made from 84% recycled

denim. This central, button-down apparel features

two front pockets. The small orange sparks in the

jumper are pieces of recycled nylon threads.

100% cotton

blue mele

Xs � s � M � L � XL

DENNIK

This slightly oversized sweater with a round collar

and long sleeves fit any outfit. They work perfectly

for any occasion, you can even wear them with high

heels. They are made from 80% recycled denim and

guarantee a timeless quality.

100% cotton

light blue � blue � beige

Xs � s � M � L � XL

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S W E AT E R D E n n I K B L U E

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JERSEY T-SH IRT

100% goTs organic cotton

white � navy blue � grey


ROLLED-UP T-SH IRT


white


M E N S T- S H I RT SP L A I N B A S I C S - S I G N AT U R E L A B E L

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JERSEY T-SH IRT


white � navy blue

Xs � s � M � L � XL

ROLLED-UP T-SH IRT


white

Xs � s � M � L � XL

W O M E N S T- S H I RT SP L A I N B A S I C S - S I G N AT U R E L A B E L

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O U R pA RT N E R SA I M I N G F O R B E T T E R

MUD Jeans started as an idealistic start-up. With the support of rule

breaking customers and the help of amazing partners, we’ve come this far.

our partners each serve their own goal. Together, they help us realize our

mission and challenge us to always improve the status quo.

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“ E N J OY W E A R I N G YO U R M U D J E A N S A S L O N G A S

YO U F E E L L I K E , B U T, W H E N YO U ’ R E D O N E W E A R I N G , S E N D T H E M B A C K .

W E M A K E S U R E T H E M AT E R I A L S R E T U R N A N E W.”

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MUD Jeans

[email protected]+31 (0)317 398 789

Remmerden 53911 TZ RhenenThe Nether lands

www.mudjeans.euwww.facebook.com/MudJeansNL

www.twitter.com/mudjeansNLwww.instagram.com/mudjeans

www.mudjeans.eu

F O L L O W O U R A D V E N T U R E S O N L I N E

Documents

Lookbook - Summer 2015