Sustainable and Fair Trade Certified denim brand Mud Jeans is among the latest members to join the Ellen MacArthur Circular Economy 100 (CE100) Network.

Bringing together leaders and innovators from around the world, the new members – Du Pont Biomaterials, Procter & Gamble, Lucart and Mud Jeans – will contribute towards the transition to new business models in the unique multi-stakeholder platform.

The innovation programme was established to enable organisations to develop new opportunities and realise their circular economy ambitions faster. It brings together corporates, governments and cities, academic institutions, emerging innovators and affiliates in a unique multi-stakeholder platform. Specially developed programme elements help members learn, build capacity, network, and collaborate with key organisations around the circular economy.

Founded in The Netherlands in 2012, Mud Jeans introduced a pioneering ‘Lease a Jeans’ model to ensure it remains the owner of the raw materials and gets them back after use.

The so-called guilt-free solution sees customers return worn out jeans and try out a new pair, while the discarded denim is recycled to make a new item.

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