How can Denim be Sustainable? - with Laura Vicaria from MUD Jeans

Denim can be one of the most polluting material. This is why MUD jeans has born tackling the challenge of making this industry more sustainable. MUD Jeans is one of the first B Corp that not only reduce the environmental impact of the production process but also take care of the end of life of the product driving into a circular model. Doing this they save: -93% of water -73% of CO2 -51% biodiversity impact How can they do that? Post Consumer Recycled cotton, innovative technologies (as foam dyeing) and good chemical mangement are the key pillars for this shift of mindset. Yes, "recycle" become one of the most popular word in the last 12 months, but how can we collect enough old clothes and what we do with that? Accepting that not everything can be solved at once but pushing the boundaries makes the fashion industry closer and closer to the perfect set up What is the role and what are the limits of certifications? They need to support the fashion industry and the final customer to share the right message in an understandable way. Should it be done from an NGO or through a government regulation we don't know yet but there is still room to make the sustainable claims more understandable and clear. And of course we can't miss traceability, Regenerative farming and more... Thank you so much Laura Vicaria former CSR Manager MUD Jeans to push the boundaries to the next level and to share it with us.