Queen Máxima visits Mud Jeans
28/11/2022
Based in the town of Laren, roughly 30 kilometres east of Amsterdam, the label revealed itself to be the “first” brand to achieve 100% post-consumer recycled (PCR) denim back in June, then made from a blend of 67% mechanically recycled and 33% chemically recycled post-consumer cotton. After being shown a prototype pair of 100% PCR denims, Máxima reportedly exclaimed: “Fantastic!” The Argentine-born royal awarded Mud Jeans with the Koning Willem I prize for sustainable entrepreneurship in her role as honorary president of the foundation bearing the same name earlier this year.
Read about the company’s three-year journey in pursuit of 100% PCR denim in issue eight of Inside Denim here.
Left to right: Queen Máxima with Mud Jeans owner, Bert van Son. Credit: Mud Jeans.
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