LOOKBOOK 2015 A CIRCULAR DENIM WORLD
LOOKBOOK 2015 A CIRCULAR DENIM WORLD
4
LOOKBOOK 2015 P R O J E C T M A N A G ement Danique Gunning ART DIRECTION AND P H OTO G R A P H Y Brechtje Baars & Leonoor Verplanken Š All rights reser ved
WHO WE ARE T H E S TO RY U N C OV E R E D
You’re in the right place to read our stor y and discover our newest products. We mapped out a visual stor y 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 longterm 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!
6
bodil : jeans b oy f rie n d ba s i n stone blue
A rthur : J eans R e g ular D U NN TRUE INDIGO B odil : J eans R e g ular Swa n authentic indigo , S weater D E NN I K L I G H T blue
“WE DREAM OF A WORLD IN WHICH THERE IS NO SUCH THING 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 RY D AY L I F E W I T H R E C YC L I N G I N M I N D . ”
A rthur : J eans s lim la s s e n pure blue , S weater R O B B Y B L U E
10
11
12
13
free s p irits travel the world
“ W e discovered that our customers are true p ioneers , p eo p le that want to gain new e x p eriences and like to travel and e x p lore the world . W e encourage this . T heir adventures sha p e the character of our jeans . W e like to see them back with a life full of e x p eriences . �
16
17
B odil : J eans S K I NN Y L I L LY P U R E B L U E , S weater D E NN I K L I G H T B L U E A rthur : J eans R e g ular D U NN T R U E I N D I G O , S weater M I D B L U E
20
H O W I T S TA R T E D F 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 industr y. He learned a lot from the Chinese culture but also saw firsthand the effects of today’s fast fashion industr y on factor y workers. “I know what factor y workers have to deal with. Producing cheap garments at such a high pace has impact on their safety and health. I’ve witnessed factor y workers falling 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 life 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.
21
MUD JEANS 2015
24
C R E AT I N G T H E C O L L E C T I O N DESIGNED FOR RECYCLING
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 ever y 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 har vested 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 filtration 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 ever ybody involved in the making of our jeans.
25
26
MENS CLASSICS 2015 Classic jeans made for ever y day life. Wear them to work. Wear them outside. They all come with recognizable woven labels on the coin- and back pocket.
27
J E A N S R e g ular B ryce AUTHENTIC INDIGO
28
R egular B ryce R egular fit ďż˝ S traight leg ďż˝ B utton fly
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.
Independent Blue
Authentic Indigo
Strong Blue
Made in Italy ďż˝ GOTS cer tified cotton
29
LOOSE PEELE R egular fit � S T R A I G H T leg � B utton fly
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.
Stone Blue
True Indigo
Made in Tunisia � BCI certified cotton
30
jeans L OOS E P E E L E stone blue
31
J E A N S R e g ular du n n true I N D I G O
32
R egular D unn R egular fit � Tapered leg � B utton fly
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 little loose when going up one size.
Stone Blue
True Indigo
Made in Tunisia � BCI certified cotton
33
S lim L assen S L I M fit � S L I M leg � Z I P fly
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.
Pure Blue
Blue Pride
Made in Tunisia � BCI certified cotton
34
jeans S L I M L A SS E N BLUE PRIDE
35
36
WOMENS CLASSICS 2015 Sophisticated jeans for ever y day life. Wear them to work. Wear them outside. They all come with recognizable woven labels on the coin- and backpocket.
37
jeans R e g ular S WA N INDEPENDENT BLUE
38
R egular S wan S T R A I G H T fit � M I D W A I S T � Z I P fly
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.
Independent Blue
Authentic Indigo
Strong Blue
Made in Italy � GOTS cer tified cotton
39
S kinny L illy S L I M fit � M I D W A I S T � Z I P fly
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.
Pure Blue
Blue Pride
Made in Tunisia � BCI certified cotton
40
jeans s ki n n y lilly blue P r I D E
41
jeans s ki n n y ha z e n BLUE PRIDE
42
S kinny H a z en slim fit � high waist � zip fly
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.
Pure Blue
Blue Pride
Made in Tunisia � BCI certified cotton
43
B oyfriend B asin L O O S E F I T � M I D W A I S T � Z I P fly
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.
Stone Blue
Light Stone
Made in Tunisia � BCI certified cotton
44
jeans B OY F R I E N D B A S I N L I G H T S TO N E
45
46
S W E AT E R S A N D T - S H I R T S Comfortable knits, sweaters and tees for men and women. Made out of either recylced cotton or GOTS certified organic cotton.
47
S W E AT E R R O B B Y blue
48
M E N S S W E AT E R S timeless basics - providing everyday comfort
B R E TO N E L K I N S
ROBBY
This blue and white jumper is an original take on the
This funnel neck jumper is perfect for days when it’s
Breton Striped sweater. It’s made from 84% recycled
too cold to go out in a t-shirt but too hot to wear a
denim; a world’s premier. It has a round neck and long
coat. The jumper comes with a button. It’s made from
sleeves that can be rolled up.
84% recycled denim and organic cotton.
100% cotton
100% cotton
blue white striped
blue � beige
S � M � L � XL � XXL
S � M � L � XL � XXL
49
W O M E N S S W E AT E R S C omfortable sweaters and cardigans made out of sustainable cotton
PA L LY
DENNIK
This cardigan in light blue is made from 84% recycled
This slightly oversized sweater with a round collar
denim. This central, button-down apparel features
and long sleeves fit any outfit. They work perfectly
two front pockets. The small orange sparks in the
for any occasion, you can even wear them with high
jumper are pieces of recycled nylon threads.
heels. They are made from 80% recycled denim and guarantee a timeless quality.
100% cotton blue mele
100% cotton
XS � S � M � L � XL
light blue � blue � beige XS � S � M � L � XL
50
sweater D E NN I K B L U E
51
M E N S T- S H I RT S plain basics - signature label
J ersey T- shirt
R olled - up T- shirt
100% GOTS organic cotton
100% GOTS organic cotton
white � navy blue � grey
white
S � M � L � XL � XXL
S � M � L � XL � XXL
52
WO M E N S T- S H I RT S plain basics - signature label
J ersey T- shirt
R olled - up T- shirt
100% GOTS organic cotton
100% GOTS organic cotton
white � navy blue
white
XS � S � M � L � XL
XS � S � M � L � XL
53
54
O U R PA RT N E R S AIMING FOR BETTER
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 ser ve their own goal. Together, they help us realize our mission and challenge us to always improve the status quo.
55
“ E njoy wearing your M U D J eans as long as you feel like , but, when you ’ re done wearing , send them back . W e make sure the materials return anew. ”
56
MUD Jeans info@mudjeans.eu +31 (0)317 398 789 Remmerden 5 3911 TZ Rhenen The Nether lands www.mudjeans.eu www.facebook.com/MudJeansNL www.twitter.com/mudjeansNL www.instagr am.com/mudjeans
F ollow our adventures O N L I N E
www.mudjeans.eu