How MUD Jeans Built the World’s First Circular Denim Brand — and What eCommerce Can Learn from It

In this episode of the eCommerce MasterPlan podcast, Chloe Thomas interviews Bert van Son, the founder of MUD Jeans, about circularity in the denim industry. Bert discusses MUD Jeans' mission to create jeans from recycled denim and the challenges they face, including the higher cost of recycled materials and the complexities of the supply chain. He also shares insights on customer segmentation, emphasizing that while sustainability is important, fit and style are the primary drivers for jean purchases. Bert touches on the competition from fast fashion brands and the importance of legislative efforts to promote sustainability. He also provides actionable tips, including the importance of newsletters for marketing and reducing carbon footprint by partnering with organizations like Just Dig It.