Denim jeans are a huge business around the world, but the one thing we kind of ignore is what happens to all that lovely cotton when we’re done with it? Landfill? Well now there’s a really innovative alternative which promises to change the way we approach the use of fashion and clothing in general.
Dry Mud Jeans are denim jeans that you rent instead of buying. For a flat monthly fee of €5.95, you get the jeans, along with a free repair service. Any time you get a rip, just send them back for a free repair.
Each pair costs €20 up front deposit, then the monthly fee for a year. At the end of that time you can either keep them (you just pay the fee for another 4 months and then they’re yours), or pay €10 to switch them to a new pair. Or you can just send the jeans back to the company for recycling into new products.
All the garments are made locally in Europe (in Italy) to keep the CO2 emissions down, and the cotton is GOTS certified to show it’s totally organic and free from pesticides during cultivation. You can also lease a hoody for the same terms.
For some reason the company is running a Kickstarter campaign, which we suspect is purely for the marketing value or to obtain some extra working capital, but it seems like the scheme is fully up and running on their site anyway. So the leasing can be done right now. It’s definitely one of the most interesting fashion apparel models we’ve seen, and anything that involves recycling gets a big thumbs up from us anyway.