How MUD Jeans Built the World’s First Circular Denim Brand — and What eCommerce Can Learn from It

eCommerce MasterPlan

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.

In this episode, Bert shares how MUD Jeans is redefining what it means to be a sustainable fashion brand — from leasing jeans to turning old denim into new. Get ready to learn how circular design, smart eCommerce strategy, and genuine purpose can work together to build a brand that lasts.

Hit PLAY to hear:

• 👖 How Mud Jeans turns old denim into brand-new jeans — and makes it profitable
• 🌍 Why sustainability alone won’t sell (and what really drives customers to buy)
• 🔄 The smart circular model that keeps customers coming back
• 💡 How mindset-based segmentation helps Mud Jeans target the right audience
• ⚙️ The surprising tool helping them sell secondhand jeans online
• 🚫 Why ultra-fast fashion is hurting us all — and what eCommerce brands can do differently

Key timestamps to dive straight 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!

Full episode notes here: https://ecmp.info/567

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