MUD Jeans is the worlds first fully circular denim brand. Its objective is to demonstrate that there is an alternative to fast fashion. Through its Lease a Jeans model the brand challenges the idea of ownership and incentivises a world without waste. MUD jeans believes that being mindful of nature and people is a necessity. As the CSR manager, Laura Vicaria works to drive continuous improvement in MUD Jeans’ sustainability and circularity objectives.