Mud Jeans launched a crowdfunding campaign as it restructures for healthy, profitable growth.
and fintech platform Eyevestor, the Dutch denim brand has launched a new bond offering that gives investors an immediate return rather than requiring them to wait years for a payout.
Investors can choose from four plans and receive a 60 percent return on their investment in the form ofA 250-euro investment receives 150 euros in credit. A 500-euro investment receives 300 euros. A 1,000-euro investment receives 600 euros in credit—or the equivalent of a new pair of jeans every year for four years. An investment of 2,500 euros receives 1,500 in credit, or the full return for four years.
Investments more than 2,500 euros can receive a custom proposal. Mud Jeans’ goal is to raise 300,000 euros . The funds raised during this round will go toward strengthening working capital and inventory management, expanding premium product positioning, commercial growth in the Netherlands, Belgium, and the DACH region and strengthening the financial foundation and optimizing the capital structure. Mud Jeans launched in 2012 with the goal to extend the lifespan of jeans through repair, resuse and recycling.
The brand generated buzz for its pioneering “Lease a Jeans” subscription program and made headway inHowever, the business model was complex, costly and suffered from too many initiatives at once. Its emphasis on rapid growth, coupled with a singular sustainability message, ultimately failed to resonate with a broader consumer audience. Now the brand is reframing its focus on “better denim” as the product promise.
Over the past few years, Mud said it has “invested purposefully” in its foundation by refreshing its assortment with better fits, launching an international website, developing stronger brand identity and further expansion of its retail channels across multiple countries. While these steps have improved the brand’s position in the market, Mud said revenue growth has missed its targets and the market remains challenging.
“That reality calls for more focus, lower costs, and growth that is not just bigger, but healthier,” the brand stated. Mud Jeans appointed Dion Vijgeboom CEO earlier this year. Vijgeboom has been part of the company since 2015 and has served as COO in recent years. Under his leadership, the organization has been simplified, and costs have been structurally reduced.
Mud reports that the first quarter of 2026 “closed positively,” including the bottom line.after learning that most customers prefer to buy their jeans directly. All current lease agreements will continue as normal until the end of their lease period, with the final leases ending in June 2027.
“We’ve learned what works and what doesn’t. So now we’re doing less, but better. And you can see it: in the jeans, in the organization, and in the numbers,” Vijgeboom said. WWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.
Please follow us on Google to support usUnited States Latest News, United States Headlines
Similar News: You can also read news stories similar to this one that we have collected from other news sources.
Hailey Bieber’s Gap Jeans Are Already on Sale for 40% off, Just FYIYou can grab the same denim style that's part of the Hailey Jean capsule on sale at Gap for 40% off ahead of the launch on 7/16.
Read more »
Hailey Bieber’s Gap Jeans Are Already on Sale for 40% off, Just FYIYou can grab the same denim style that's part of the Hailey Jean capsule on sale at Gap for 40% off ahead of the launch on 7/16.
Read more »
The Anchorage Weekender: a music festival, a mud run and 6 more local eventsWe’re not going to let a little rain in the forecast ruin our weekend.
Read more »
Selling, leasing and renovating, the future of AISD's closed campusesAISD officials are working on the future of ten schools closed at the beginning of the summer. The district is relying on selling $60 million worth of properties to have a balanced budget for the 2026-27 school year. As some buildings will be sold, others will be leased to partners that share the district's values.
Read more »