Can fashion become sustainable?
Today, being conscious in every part of the fashion making process is at the core of our business.
How do they do it?
- Increasing their use of sustainably sourced fabrics and other materials year on year. The aim is for all cotton in their ranges to come from sustainable sources by 2020.
- Improving working conditions at their suppliers
- making conscious choices in every step of the garments life from cotton farmers to customers.
- Launched a “conscious choice hangtag” displayed on all garments that qualify within their stringent scheme of sustainability.
- Offering recycling points in all the H&M stores for your old clothes no matter what brand and what condition. H&M recycle these with the goal being to reach a totally circular approach to making textiles and garments.
- Promoting a change of attitude in the mind of their consumers – Re-think your attitude to clothes. Become a less throw away society – Re-wear it! and other positive tips for the way we live with our clothes:
- Someone’s trash might be your treasure! Have a clothes swap party.
- Don’t automatically throw away things that are too short or too small – re-work or cut off to make a different garment.
- Replace zips, take up hems, patch with contrast.
- Wash at 30degrees instead of 60 save tone of energy.
- skip doing laundry so often and save gallons of water.
- Remember that 26% of the environmental impact of a garment happens after it has left the store.
Fashion is the 2nd most polluting industry in the World.
The global production of all textile fibres consumes 1 trillion gallons of water.
We want to help to change that!
Our dream is:
- Use no chemicals at all
- All water usage is a close circuit of 100% recycled.
- To produce the first carbon neutral pair of jeans.
- 2.4% of the worlds cultivated land is planted with cotton yet it accounts for 24% of the world’s insecticide market and 11% sales of global pesticides. Being therefore, the most pesticide intensive crop grown on the planet.
- By using a cotton that uses only rain water for irrigation (organic) wereduce the water footprint of Mud Jeans at the outset.
- By using BCI cotton ( Better cotton initiative) we reduce the damaging effects of cotton growth on people and the environment and train the small crop growers to adhere to better growing standards whilst enabling them to earn a decent living wage.
- By using recycled cotton ( recycled cotton waste and garnetted cotton garments) we save 40% of water, all pesticides or instecticides and eliminate all landfill garments.
Water and Chemicals.
- By Partnering with Yousstex, Tunisia we use Laser technique for garment ageing process and Ozone technology to reduce the water and chemical dependency in both denim and jeans manufacturing.
- Fast fashion like fast food encourages the consumer to buy way more garments that are required. It is estimated that 30% of garments bought are not worn for a year. Also estimated that the average person throws away 32kgs of clothing per year. This all adds up to 1.7 billion kgs of unnecessary waste for landfills.
- Fabrics used by MUD Jeans use 98% cotton of which at least half is recycled. Buttons and other sundries are also made from recycled materials and all packaging is recycled paper.
MUD jeans objective is to close the loop creating cradle to cradle jeans that is commercially feasible.