Today I discuss with Bert his greatest successes, obstacles and mistakes made and, of course, we hold it up to scientific scrutiny.
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Circular jeans
Making circular jeans may sound difficult, but according to Bert, they are anything but. Convincing consumers to purchase circular jeans is a lot harder. Mud Jeans is still working on the right formula to convince consumers. But there are some facets that are needed anyway. For starters, be radically-transparent. "It is becoming increasingly difficult for consumers to figure out what is really sustainable and what is not. Then you also have to try to keep it simple and explain it in such a way that it is easy for consumers to understand. Our slogan is 'we turn old jeans into new jeans'. That's pretty appealing. Everyone is working on sustainability and everyone wants it, but it has to be made easy," said the CEO of Mud Jeans.

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The big jeans world
Twice a year, Bert and his team find themselves among all the major denim manufacturers at the Kingpins trade show. "This is where all the big denim suppliers come together to showcase their new fabrics, inventions and collection. We are a tiny company in that very big world in jeans. Yet everyone knows us and manufacturers want to talk to us because we do dare to innovate."

Wondering how Mud Jeans continues to innovate? The frustrations and obstacles they face? Then listen to the latest episode of the Work Professor podcast.

Links

More about Bert van Son

More about Mud Jeans

More about the Working Professor

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