The Future Is Circular: A Case Study on MUD Jeans

This case discusses the sustainable business model adopted by the MUD Jeans Company in the context of the Circular Economy (CE). The clothing industry evolved from clothing to apparel and eventually to fashion. The clothing economy shifted from the traditional linear to a sustainable circular model. Established in 2012, MUD Jeans introduced an innovative concept called "Lease a Jeans," thereby attempting to save precious natural resource. The fashion industry is the second largest polluter. Keeping in mind the UN Sustainable Development Goals, the company embarked on a nine-step action plan called MUD Method - simple but essential recycling concept. Increased awareness and urgency to shift to sustainable practices will only make the future of jean manufacturing and fashion industry practices to be circular. However, the company has to face challenges - more so when following the sustainability approach. This case followed the qualitative research method and case study methodology. The case appraises management students on the concept of business interests and sustainability practices.