Sustainable and Fair Trade Certified denim brand Mud Jeans says the majority of its collection is now certified to the Nordic Swan Ecolabel standard – the official Ecolabel of the Nordic countries.
The company says about 40 of its jeans are now certified to the standard, which was established in 1989 to provide an environmental labelling scheme that would contribute to sustainable consumption.
"There is a jungle of certifications out there, and it's hard to know who to trust – even for us professionals," says Dion Vijgeboom, responsible for product and production at Mud Jeans. "Therefore, we have grown to become certification sceptics. Over the last 18 months, however, Mud Jeans has worked towards a certification that they have dreamed of for a long time. The holygrail of Scandinavian clothing certifications: the Nordic Swan Ecolabel."
The standard is the official Ecolabel of the Nordic countries and is an integral certification that sets requirements for the entire life cycle of the product. All the steps from raw material to production, use, disposal, and recycling, are included in the assessment.
"The Nordic Swan Ecolabel handles strict requirements and the process to get certified is very extensive. Therefore, it is quite remarkable that Mud Jeans has been able to certify 40 products over such a short timeframe," says Anne Grethe Henriksen, marketing and communications manager at the Nordic Ecolabel. "This shows that Mud Jeans is taking things seriously and takes responsibility concerning their environmental and social impact."
During the certification process Mud Jeans has implemented various product improvements to boost its products to an even higher sustainability level, Vijgeboom says, noting the firm switched to 100% recyclable buttons and rivets, and has seen the advantages of a short supply chain.
"Not only does this allow us to maintain human relationships with our suppliers but it also allows us to better track our materials and processes," she says. "The Nordic Ecolabel provides us with a trustworthy benchmark that helps us to prioritize and plan our sustainability efforts."
Founded in 2012, Mud Jeans introduced a pioneering 'Lease a Jeans' model to ensure it stays the owner of the raw materials and gets them back after use. Today, its jeans are available in 300 stores in 28 countries and through its online webshop.