Mud Jeans looks to customers for investment
Dutch denim brand Mud Jeans has invited customers to help it raise additional growth capital by investing anywhere from €250, or around $265, to €250,000.
Shares can be reserved on a first-come, first-served basis, before they become available on April 23. Perks range from becoming a “Mud supporter” to free jeans for family members, joining the label’s “think tank” and, for those who invest €25,000 or up, “a tailormade proposal based on personal contact”.
Welsh jeansmaker Hiut similarly asked thirty of its own “customer-believers” to invest in its new Future Funds Now degrowth model late last month.
“Our ambition is to create completely circular jeans that consist of material made from 100% recycled worn jeans from consumers across Europe,” the company said. “It’s an ambitious goal, but we’re almost halfway there already.”
Mud Jeans debuted a prototype pair of 100% post-consumer recycled cotton denims in mid-2022.
Image: Mud Jeans.
