Transparency In Fashion | Denim Fades by MUD+HMS

The fashion industry is at a crossroads where we’re all becoming more conscious of our impact on the planet. How can we create denim fades that look and feel good without harming the environment?

MUD Jeans, the world’s first circular denim brand, has partnered with HMS to create the most circular denim yet. This partnership is pushing the boundaries of sustainable fashion and redefining what it means to be transparent in production. MUD Jeans is committed to transparency and circularity in everything they do. They use recycled cotton in their jeans and offer a leasing program so customers can return their old jeans to be recycled into new ones. HMS makes stones from upcycled pumice dust, a byproduct of pumice mines. These stones are used in denim washing to create various effects, such as denim fades without the harmful chemicals and toxic sludge associated with traditional pumice stones.

And to make things even better, MUD Jeans and HMS are launching a joint marketing campaign to educate consumers about sustainable fashion. This is a crucial step because the more informed we are, the better choices we can make about the clothes we wear.

Plus, who doesn’t want to look good while doing good?

Transparency in Fashion and Denim Fades

Transparency in fashion is about being open and honest about the production process, from sourcing materials to manufacturing and distribution. It means revealing every step’s ecological and social impact and striving for ethical and sustainable practices.

Transparency encompasses various aspects:

  1. Supply Chain Visibility: Understanding where materials come from and how they are processed.
  2. Environmental Impact: Measuring the carbon footprint, water usage, and other environmental factors involved in production.
  3. Working Conditions: Ensuring fair labor practices throughout the supply chain.

MUD Jeans’ Circular Mission

MUD Jeans is a pioneering Dutch denim brand with a clear mission – revolutionising the fashion industry. They are committed to circular production, fair factories, and sustainable practices. Here’s a glimpse of their sustainable journey:

– Recycled Cotton: MUD Jeans incorporates up to 40% post-consumer recycled cotton into their products.

– Water and CO2 Savings: Through innovative production techniques and recycled cotton, MUD Jeans saves 72% of water and 41% of CO2 on average, compared to conventional denim brands.

– Certified B Corp: Since 2015, MUD Jeans has been a certified B Corp and has received accolades for sustainable entrepreneurship.

The Challenge of Denim Washing and Denim Fades

Denim washing is critical in producing jeans to achieve authentic denim fades. Traditionally, this process involves the use of pumice stones. However, these stones have significant drawbacks:

– They break down quickly after only 1-1.5 washes.

– They soak up water, creating a toxic sludge when combined with chemicals, indigo dye, and fabric residue.

– Pumice stones require additional water to counteract their water-attracting properties.

Enter HMS: The Circular Denim Wash Alternative

HMS, the brainchild of agricultural engineer Yavuz Baykan, is a game-changer for sustainable fashion. It’s an ingenious solution to the environmental challenges of traditional pumice stone washing. Here’s why:

– Upcycled Materials: HMS creates stones from upcycled pumice dust, a byproduct from pumice mines. This reduces waste and prevents thousands of toxic sludge from entering landfills annually.

– ZDHC Certification: HMS stones are bound with a Zero Discharge of Hazardous Chemicals (ZDHC)-certified, organic binder.

– Durability: An HMS stone can last up to 100 washes, 50 times more durable than traditional pumice stones.

– Hydrophobic Properties: These stones are water-repelling, reducing the need for extra water and preventing the creation of toxic sludge.

– Reduced Carbon Emissions: Fewer stones are needed for the same amount of washes, significantly reducing transport-related carbon emissions.

Read what the press says about HMS

MUD Jeans and HMS: A Match Made in Circular Fashion Heaven

MUD Jeans and HMS have teamed up to create a more sustainable and transparent fashion industry. MUD Jeans has fully embraced HMS’s stone-washing process, making it an integral part of their production.

Not only is this process more sustainable, it’s also more transparent. MUD Jeans and HMS are launching a joint marketing campaign to educate and inform consumers about sustainable production intricacies. This step is crucial as it further enhances transparency and helps consumers make more informed choices about the fashion they buy.

MUD Jeans and HMS are leading the way towards a more sustainable and transparent fashion industry. Their collaboration showcases the potential of circular fashion and emphasizes the importance of transparency for a brighter, eco-friendly future.

As consumers, we can support such initiatives by choosing brands that value transparency and embrace innovative solutions like HMS in their production processes.

So, next time you’re shopping for denim fades, be sure to look for brands like MUD Jeans that are committed to a more sustainable and transparent future.  Plus, you’ll finally have an excuse to buy those new jeans you’ve been eyeing without feeling guilty about your impact on the environment.

Now, go forth and look fabulous.

Read here how MUD Jeans choose to avoid the use of traditional pumice stones and use HMS Stones.


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