“Frontrunners in Circular Denim” MUD Jeans bases its business model around circular economy principles. Jeans are produced using 40% recycled denim and the remaining material is organic cotton by using recycled denim, the brand works to avoid waste and reduce water use and CO2 emission. MUD Jeans are made from high-quality materials to extend the life of their products, but when their time does come, each jean sent back from the customer is recycled. Additionally, they follow a NOOS (Never out of stock) strategy to reduce waste from overstocking by only having one permanent collection with a few styles 8. The brand introduced the Lease a Jeans model, which allows consumers to rent jeans and return them for recycling. MUD Jeans offer "Lease A Jeans" program where you can rent jeans instead of purchasing for the ultimate circular economy. Once you are ready for new pairs of jeans, you can upcycle them to vintage or recycle into new jeans.