How MUD Jeans Built the World’s First Circular Denim Brand — and What eCommerce Can Learn from It (episode 567)
Bert van Son is the founder at MUD Jeans, the first and only circular jeans company in the world. Founded in 2012 they’ve been a BCorp since 2013. Selling via their Shopify store, their own store in Amsterdam, and over 250 stockists across Europe.
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Dive in:
[03:51] “Intern Turnover and Inspiration”
[08:22] Leisure Jeans: A Global Sensation
[13:23] Customer Sustainability Segments
[15:55] Fast Fashion’s Economic Impact
[17:21] Tech Hubris & Brexit Concerns
[18:44] Listen to Bert’s Top Tips!
Sustainability Alone Won’t Sell—Fit Still Comes First
Even for brands leading the way in sustainability, customer purchase decisions still come down to basic product needs. As Bert points out, the number one factor in buying jeans is the fit—sustainability ranked far lower. Shoppers want products that work for them before they consider how green they are. This means you can’t rely on your eco-credentials to sell alone. Make sure your product is great on its own merits first.
Segment Your Customers by Mindset, Not Just Demographics
Bert’s approach to customer segmentation uses a straightforward color-coded system, based on how much people care about sustainability—from “dark green” to “dark grey” customers. This simple model helps the Mud Jeans team tailor their messaging and marketing efforts more effectively to each group. You don’t need complex personas to be effective. A simple, relevant segmentation can guide your strategy and messaging clearly. Think about the values that matter to your customers most.
Sustainability Messaging Works Best Post-Purchase
The episode suggests a smart tactic for sustainable brands: focus on regular commerce benefits in your pre-purchase marketing (like style and fit), then use your sustainability story to nurture and retain customers after they buy. Many consumers only appreciate a brand’s eco-values once they already love the product. By sharing the brand’s environmental mission post-purchase, you reinforce customer loyalty and advocacy. This approach can turn happy buyers into passionate brand ambassadors for your cause.
Circular Business Models Can Work—If You Make It Simple for Customers
MUD Jeans proves that circularity can be more than a buzzword. Their model lets customers lease jeans or return old pairs for recycling — turning waste into raw material for new products. But the key to success wasn’t just being sustainable; it was making the process effortless. Customers get discounts and clear incentives to participate. For other brands, the takeaway is to remove friction — sustainability should feel like a perk, not a chore.
Competing with Fast Fashion Requires Smarter Systems, Not Just Better Ethics
Bert is clear-eyed about the threat of ultra-fast fashion giants who use AI and data to outpace everyone else. Competing on values alone isn’t enough. Smaller sustainable brands must also invest in tech, logistics, and digital optimization. MUD Jeans leverages transparency and innovation to stand out, but it’s still a tough battle. For eCommerce founders, this is a call to blend purpose with performance. To survive, you need both heart and smart systems.
eCommerce Book Top Tip
- Abundance: The Future Is Better Than You Think by Peter H. Diamandis and Steven Kotler
- Good Is the New Cool: The Principles Of Purpose by Afdhel Aziz and Bobby Jones
eCommerce Traffic Top Tip
- Email newsletters
Tool Top Tip
- Bert’s top tool is Ninyes, a platform that helps Mud Jeans resell secondhand jeans online, aligning with their circular “R ladder” approach and driving customers back to their site with discount vouchers.
Carbon Top Tip
- Mud Jeans minimizes its carbon footprint by using as little energy as possible across operations and applying simple efficiency tricks to cut consumption.
- They also partner with Justdiggit, funding tree planting and land restoration in Africa — planting a tree or digging a water bund for every old pair of jeans returned.
Interview links
- Check out MUD Jeans
- Get 20% off your next pair of MUD Jeans — use code WALKTHETALK and start wearing your best pair now!
- Bert on LinkedIn
Related Episodes
- Fashion and the Circular Economy with Zoe Rowswell, co-founder of Tern Eco (episode 435)
- Scaling a Slow Fashion Business with Kristian Hansen (episode 445)
- From Design to Impact: How LimeSharp Champions Sustainable Growth with Leslie Roumilhac (episode 537)
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