MUD JEANS, THE CONCEPT OF THE MONTH
Netherlands. Mud Jeans is a brand of “ethical” jeans created in 2012 with operations in 29 countries. It is sold in 300 multi-brand stores (concept stores, sustainable stores, etc.). In December 2019, the firm opened its first ever standalone physical store. In this showroom, clients can order for home delivery but cannot leave with a pair of jeans. The store is located in De Groene Afslag, next to MUD Jeans’ headquarters, 20 minutes travel from Amsterdam. It is settled in a multi-use hub dedicated to sustainable initiatives (coworking, theater, catering services…). The showroom is planned to operate for the next three years. The retailer is already considering adding new functions such as a cafe where it can host events, publish new innovations and offer repair classes. “We often read that the future of fashion is now online. But we know that customers always want to try on jeans,” said Danique Gunning, Marketing Director.