Why no one is reading boring sustainability reports? Well, maybe because it’s wrapped in dense corporate documentents that no one cares to read or feel involved in? (including the sustainability professionals from within…). As Mud Jeans does everything different, they completely tackled that boringness and made this sustainability reporting a nice to read filled with rich storytelling features. We share and highlight 5 tips derrived from their report.
Reporting on sustainability of your organization becomes more important than ever. Investors globally continue to be concerned about climate change risks and the transition to a low-carbon economy. (Read here) But also citizens and potentially customers want to feel good about the companies they buy from. (Read here) Let’s dive into Mud Jeans’ sustainability report and learn why it’s actually being read instead to end up as desk (top) filling material.
MUD Jeans is a Dutch jeans brand, BCorp certified, selling circular jeans with recycled and organic content. Their goal is to make 100% zero waste & recycled jeans by 2020.
1. Transparency & Traceability
The first thing what strikes us immediately is that full transparency and traceability is given, no holding back or excuses to share. For instance; they work with 3 supply chain partners only. But also it includes names and locations of factories, locations and even it’s owner names. Also for each product/process each appointed certificate is named and explained. To start the report with interesting environmental rescues, saves and figures are presented. It that shows the massive impact this business makes in a positive way.
WATER: As we might know already, on average about 7000 liters water per pair of jeans is used. MUD Jeans uses 1500 liters of water to produce one pair of jeans, saving 5500 liters per jeans. This amounts to nearly 300 million liters of water in the past 3 years.
CO2: On average 8% of global greenhouse gas (ghg) emissions are produced by the apparel and footwear industries. MUD jeans emits 61% less CO2 than other regular denim brands. 61%! This amounts to 700.000 kilos of CO2 avoided in the past 3 years.
Recycling: 12.000 Jeans are saved from landfill in the past three years.
Within MUD jeans’ circular denim, they contribute to achieve the above mentioned SDGs
2. Aligning with Sustainable Development Goals (SDGs)
In 2015 all United Nations Member States adopted the 2030 Agenda for Sustainable Development. This agenda provides a shared blueprint for peace and prosperity for people and planet. At its core, 17 Sustainable Development Goals (SDGs) have been set. These are an urgent call for action by both developed and developing countries in global partnership. “Ending poverty and other deprivations must go hand-in-hand with strategies that improve health and education, reduce inequality, and spur economic growth – all while tackling climate change and working to preserve our oceans and forests”, according to the UN members.
Did you know that during the integration of these 17 goals during the COP21 in Paris, the owner of MUD jeans Bert van Son got the opportunity to share their story during COP21 at l’Université de la terre!? Being a BCorp organization, and contributing to several SDGs, MUD jeans is making sure to use their business as a force for good. SDG12 – Responsible Consumption and Production is closely aligned with Mud Jeans’ mission and vision. This goal aims that business activities are developed within a sustainable way of consuming and producing.
For example with their award winning Lease A Jeans concept, they offer customers a sustainable way of consuming and both it’s sustainably produced. They are creating awareness about the current state of the world in particular to fashion and apparel and they share why they do things in a different way. Sustainable fashion means long lasting, high quality products that don’t need to change every season. Therefore they set a goal to grow until they reach a production level of 500.000 jeans/year and from there on they will stabilize their growth.
Throughout the report pictures and rich stories are being told to inspire the reader. Like above mentioned Bert’s story on his mission on COP21, but also the pictures of the makers are proudly presented and explained. Or on the part of Fair Factories whereas Mr. Habib Ben Mansour, owner of Yousstex International the garment supplier, likes to say that MUD Jeans makes ‘noble products’.
Personally I love the story on a team trip to Spain: “Two years ago, in 2016, Team MUD drove to Valencia in Spain to bring our first 3.000 returned Lease A Jeans to the recycling factory. During this tour we followed the recycling process and witnessed how new denim fabrics were born.” They include some personal pictures of this trip in the report to get a good feeling of how much fun they had, how inspirational it was for them including the interns and it’s clear how much they love to do what they do.
And that is the power of storytelling: to really inspire and talk to the hearts of the readers. Make them a part of your story and part of the journey.
4. Define Bold Goals
Definately MUD jeans is not afraid to set some heavy and bold goals with a clear time frame. Like their extensive 2020 goals:
- 100% of all components of MUD jeans are designed for recycling
- All fibres used in MUD jeans are preferred fibres as stated by the textile exchange preferred fiber or material benchmark
- By 2020 we want to develop one jeans fabric which is 100% recycled. Ambitious: we know!
- For 2020, through an LCA (Life Cycle Analysis) we will map the complete consumption of water throughout the supply chain and set specific goals concerning reduction.
- We will expand our take-back scheme beyong the free-shipping zone and include more shops to increase the volume of jeans recycled.
…and many more! SMART goals have been set. Now the readers will likely follow seeing you accomplishing these goals!
5. Interact with your stakeholders
Not only does MUD jeans interact with its consumers, retailers, supply chain partners and workers, academia & NGOs (such as Ellen Mac Arthur Foundation, Circle Economy, B Lab, AMFI, Saxion, Fontys), influencers and other denim brands. As we see Bert or his colleagues always interact with their audience during a talk, showing pictures and movies. But also sharing pictures from MUD jeans groupies the love to brag with. Also there is an enormous internal interaction going on at team MUD as well. Did you know they have wednesdays and fridays company runs, drive electric and bake their own bread?
What we really loved to see is their organised webinar to go into detail about their first sustainability report. Eva Engelen, CSR manager at MUD jeans explains it future forward: “With our first sustainability report, ever, we will look at the past and the future. As a circular denim brand and BCorp, we have a big impact, of that we are sure. However, being a scale-up we have not been able to precisely measure this impact, which we will do in the near future. Modern transparency is what we live by. In this light, we are extremely proud and excited to share with you how we strive to be more sustainable and circular.” Check out this webinar! Check out MUD jeans full sustainability report here.
Questions about sustainability reporting and/or MUD jeans? Write them down in our comments below. Do you like this? Perhaps you like our previous article on Australian fashion brand Maggie Marilyn ditching plastic polybags. Do you see mistakes? Let us know! Do you want to stay informed? Sign up for our Newsletter or social via Facebook and Instagram.