In Europe, approximately 500 million pairs of jeans are sold every year. On average, each European has seven pairs of jeans, and two out of them are never worn. After use, most jeans end up in landfills or are incinerated. Less than 1 per cent is re-used into new garments.
“MUD Jeans is a very innovative brand that wants to move the denim industry in a positive direction. We felt like they would be the perfect partner for us to collaborate with,” says Piotr.
His desire to give textiles a second life comes from a very personal experience. “When traveling in parts of the world where landfills are common, I witnessed huge landfills of discarded clothes being burnt, polluting the environment and health of the people living there. It’s an awful image, and it’s an image that sticks with you,” he says.