MUD Jeans offers a jeans leasing model including repair service for a monthly fee. After one year of leasing, the jeans are paid off and can be kept or traded in for a new leased pair. Returned jeans are either resold as vintage jeans or recycled to make new MUD jeans in a process that reduces the use of toxins and resources.
The business model extends the product lifecycle so that high value products are retained within the company, and reduces environmental impacts (e.g. water and raw material consumption) by recycling resources.
We distinguish in three impact levels of circularity. As an innovative business model, ON is a good example of Impact Level 2.
Photo © Unsplash Maude Frederique Lavoie