Ethical fashion brands

The fashion industry is second only in environmental devastation to the oil industry. You might want to think about the environmental impact every item of clothing you have. If you look into it, you will be disturbed by how many rivers are polluted affecting wildlife and water supplies. With the limited resources we have, can we keep this up? The answer is unequivocally no. What can we do to have a more sustainable fashion industry? In this blog, we’ll look at innovative companies who are creating a new model for how we make our clothes.

Case Study – Mud Jeans

Mud is a new concept in denim manufacture. They work on the basis that old denim shouldn’t be viewed as a spent resource. If they’re not worn and sitting in the back of a wardrobe they aren’t much use to anyone. Mud want to change this idea and make people that used denim products can be a valuable resource. Their business is based around taking what is viewed as a spent resource and reuse it top become a new product.

The way they do this isn’t by patching together existing denim in a patchwork manner. Firstly, they remove metal rivets and cut the existing denim up. The old denim is then pulled apart and shredded. This process is repeated until the denim is reverted back to cotton fibres. These cotton fibres are mixed with virgin cotton for extra strength and then spun into yarn. The yarn is then dyed indigo. After the dyeing process, a water purifier is used to clean all toxins from the water. None is dumped into the environment, like most clothing dyeing processes. The yarn is then woven into new denim cloth. The cloth is then inspected for inconsistencies, visual defects and any hazardous chemicals.

Mud, as far as I am aware are the first company to offer a subscription service for jeans. How does a subscription service work for jeans? Their concept is a simple one. You pay a monthly fee and you receive new jeans. You keep your jeans for a year, or until they are worn out, and you send them back to Mud, who will send you a new pair and put the old ones back into their denim creation cycle.


This cycle is a way of sustainably producing new denim cloth with minimal environmental impact. Could this be the future of the fashion industry?

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