Mud Jeans pioneered circular denim but historic debt and a costly model sank it

Mud Jeans was founded in 2012 by fashion industry veteran Bert van Son with a single idea: prove that circular denim could be modern and desirable. It pioneered the 'Lease a Jeans' subscription and a take-back system for worn-out jeans built on repair, reuse and recycling, using recycled and organic cotton. It became one of Europe's most prominent experiments in circular fashion and was recognised by B Lab as 'Best for the World' for environmental performance in 2022.

The circular model was more expensive to run than conventional denim — every lease and take-back added logistics and handling costs. The company kept adding initiatives while an emphasis on rapid growth, coupled with a singular sustainability message, failed to broaden its consumer base. In July 2026 it launched a €300,000 crowdfunding round to strengthen working capital, inventory management and commercial growth in the Netherlands, Belgium and the DACH region.

On 5 August 2026, the Amsterdam District Court declared MUD Jeans Holding B.V. bankrupt. Co-owner and CEO Dion Vijgeboom, who took the role earlier that year, said the financial burden of historic debt ultimately proved too great to overcome. The online store closed and a curator was appointed. Vijgeboom said he hoped the bankruptcy was not the final chapter for the brand.