MUD Jeans has unveiled a new pair of jeans made from 55% post-consumer recycled (PCR) cotton to mark its 12.5-year milestone. The PCR cotton is sourced from used jeans collected through its take-back programme. The company calls this a major breakthrough, as the industry standard for recycled content usually ranges between 20% and 40%.

The new fabric is being tested on two of MUD Jeans’ bestselling barrel-fit styles, The Brooke for women and The Ben for men, both available in a dry indigo wash. Each pair is finished with copper buttons and rivets, staying true to the brand’s signature design elements.

MUD Jeans achieved this innovation through its in-house recycling system and advanced fibre-restoration and spinning technologies, which help recover the strength and quality of the material.

This launch supports the brand’s “Road to 100” initiative, an ongoing mission to create high-quality jeans made entirely from post-consumer recycled cotton. Through this goal, MUD Jeans aims to further reduce reliance on new cotton and promote circular fashion.