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Guilt-Free Fashion and Coffee with the CEO and Founder of MUD Jeans

By 3p Contributor

By Geoff Ledford

How do you challenge entrenched patterns of consumption and disposal while growing a fashion business at the same time? Join thinkPARALLAX for a conversation with the founder of MUD Jeans, the upstart Dutch “circular denim” brand that is tearing down the idea that sustainability or the circular economy can’t be fashionable.

thinkPARALLAX Chief Strategy and Creative Guusje Bendeler sits down with Bert Van Son, CEO and founder of MUD Jeans, in the streets of Amsterdam to talk about MUD’s disruptive “lease a jeans” business model, the challenges of taking an eco-conscious lifestyle brand mainstream, what he’s learned in MUD’s first four years, and what he hopes the future holds for the fashion industry.

Each episode of thinkPARALLAX’s Think & Drink features an informal conversation with a brand that is using sustainability to transform their industry and the world around them. Join us as we discuss successes, failures, and the lessons they’ve learned while pushing boundaries with sustainability.


Geoff Ledford is a Creative Strategist at thinkPARALLAX – a strategic creative communications agency with a passion for building brands with purpose. We work at the intersection of business strategy, sustainability, and communication. Our values stem from the belief that profit and sustainability are not mutually exclusive – good business means doing the right thing. We cultivate knowledge, spread awareness, and create purposeful connections with audiences.

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