Bert van Son

Bert van Son is the founder and CEO of MUD Jeans, a fast-growing Dutch sustainable jeans company. The company allows customers to shop without guilt and negative impact on the environment, while offering a fashionable and modern product. Bert's thirty years of experience in the clothing industry made him recognize the environmental impact of fast fashion and believe that there is an alternative route. In 2012, he launched "Lease a Jeans", a business model that allows customers to use their jeans and return them at the end of their useful life. Bert van Son tackles the challenges of today's (fast) fashion industry and shares an example of how he and his team are trying to implement a circular economy in the fashion industry.