Pair of denim jeans.

Would you lease your jeans?

An interview with MUD Jeans founder Bert van Son

We all love a good pair of jeans - that timeless classic that goes with just about everything. But would you ever lease your jeans? We caught up with Bert van Son, founder of MUD Jeans, an innovative Dutch brand that hopes to get us doing just that.

Bert van Son

What is MUD Jeans all about?

Having fresh jeans without damaging the environment. At MUD Jeans, you can buy or lease jeans. MUD Jeans then gets the jeans back at the end of their use, in order to recycle them. New products such as sweaters or jeans will be made from the raw materials. We close our own loop and save water and waste.

Where did you first get the idea for your business?

I worked in China and saw the horrible effects of the fast fashion industry. When I moved back to the Netherlands I wanted to continue to work in the textile industry, but knew I had to do things differently. Lease A Jeans began as an experiment. The media picked it up very quickly. This is when I knew I had something special in my hands.

Do you have any plans to extend your work beyond jeans?

I have new ideas daily. The circular economy brings great opportunities. There is so much you can make out of waste. When you think of denim, you can now already make new jeans, sweaters or even sneakers.

Why do you think jeans are so important to people?

Everybody wears jeans. Men and women. Young and old. They are comfortable and can be combined with all sorts of clothing. Perfect.

Do you have any top tips for caring for jeans?

Put them in the freezer. It’s better for your jeans and you save water.

Describe yourself in three words.

Positive, chaotic, passionate.

Complete this sentence. If I could make everyone dress in a period style of clothing it would be from...

England in the 80s, the cricket players.

Apart from your own company, what is your favourite clothing retailer?


What is the item you own that you love most and why?

A pair of scissors I received when I left Hong Kong after 5 years of hard work. A real pair of quality scissors.

To find out more about MUD Jeans and their story, visit and follow them on Twitter @mudjeansNL and Facebook MudJeansNL.