Good evening.

So, on Saturday this week, we will be hosting an event for @23oz.indigo aka @clobbercalm.amanda where she will be launching her brand in store at the CCSC and demonstrating dyeing techniques. It's going to be ace y'all!

So, obviously Amanda and her brand tick two very important boxes for us here at clobber-calm. A brand focused on sustainability and boasting a woman at the helm, in a very male-centric industry. Tonight's '...Brand...' also tick the sustainability box in a BIG way as tonight we talk to Danique from MUD Jeans. She's the Marketing Manager and she gives great insight...

...so sit back, relax, crack open a cold one and enjoy the thoughts of Danique as @mudjeans answers the @clobbercalm 10@10.

FYI, image alt text is required


NAME: Danique Gunning
POSITION: Marketing Manager
LOCATION: Almere, Netherlands

1. Straight forward, Please tell us. How did MUD Jeans start out?

Okay, so just a few years before I started working at MUD Jeans Bert van Son founded the company. He had been working in the textile industry for 30 years. While living in China he was able to see everything that was going wrong in the textile industry. From this experience he felt like he had to do something. Producing clothing in a sustainable way using the right raw materials and be different. So when I used to work for an advertising agency and heard Bert van Son telling the story of Lease A Jeans I was triggered right away and thought: I need to be part of this. I want to make this movement towards a circular economy bigger. We are now a team of 10 people. Making new jeans of our old jeans, reusing our materials, saving on water and resources. And sharing this story with people from all over the world. It feels great to do something meaningful with all the time you spend at work anyway.

2. Tell us. What does an day in the life of yourself look like? What’s your daily work routine?

My ideal day starts early. I love to go for a morning run. Then quickly have breakfast with my husband and daughter after which I go to MUD Jeans. Then my first cappuccino of the day and starting with something for which your brain still needs to be fresh. Something creative, for example writing a Press Release or making content plans.

3. What are your top 3 bestselling items? And why do you think this is?

For women: Skinny Hazen and Regular Swan. For men: Regular Dunn. All these jeans are really the kind of jeans every person needs in their wardrobe. Our jeans are trans seasonal, meaning we don’t come with new seasons but just something add a new style or colour. After all, a good pair of jeans stays a good pair of jeans.

4. What’s your personal favourite when it comes to the items you manufacture?

My all-time favourite is the Cropped Mimi. A high waist and cropped fit. These jeans consist of 40% recycled denim. The best part is that we saw our jeans being produced a few weeks ago in when visiting our jeans factory in Tunisia. Mr Habib, the owner of the factory invested heavily in the factory to ensure the employees could keep their jobs. He also established a new washing and dyeing unit using the latest technologies. It was amazing to be there with our team and see it for ourselves. MUD Jeans reduces the use of water in production by treating its jeans with ‘Jeanologia’ laser technique machines instead of harmful chemicals. And up to 95% of water is recycled.

5. What are your thoughts on the rise of Instagram fashion and the chaps that post their clothing on there to help spread the word of their fave brands?

I think it’s a big opportunity. Especially for brands like us, with a strong philosophy but limited to small marketing budgets working with Instagrammers is a fantastic way to get the word out. It comes down to finding the influencers that really for your brand philosophy. These micro-influencers will likely be willing to wear your product and share your story. And their community with the same interests will probably be also interested in your products.

6. Has it made an impact on your business at all do you think?

For sure! But we also have found out that working with micro-influencers, to me people whom have a follow base between 5k and 65k but also have a genuine message are most successful. For us people like @vivi_koenig, @mogliofficial, @justinekeptcalmandwentvegan.

7. Is there any feeds on IG that you particularly like to check-in on regular. What brands are you fond of on there? What menswear feeds to you like to peruse?


8. A quick one about you. Other than the business what passions do you have in life? What flicks your switch and helps you relax?

Sports, travel & festivals. Sports help me to relax and then travel and festivals - where you get to meet new people, learn different perspectives on how to look at life - boost my creativity. It’s so important to break your routine and freshen up your mind once in a while. And of course you don’t get to travel every month, but a day at the beach will give a similar boost!

9. What do you consider to be the best thing about your business and why?

I love to be surrounded by an energetic crowd of colleagues all working towards the same goal: a circular fashion industry. We are willing to achieve things together and don’t see any limits, we always make sure we make things happen.

10. And last but not least...you’re going to be stranded on a desert island and you can take 1 outfit (4 items) with you and 1 choice of drink. What would they be and Why?

Haha love this one. So: my Cropped Mimi, my favourite white shirt of On Vacation Club whom we met this year at the Berlin fair SEEK, my white second-hand sneakers and my Dick Moby sunglasses, Dick Moby is a Dutch sustainable brand. I will then also take a blender to mix all the fruits I find on the island into some fresh smoothies.

Super, Danique! Love the blender answer, very resourceful BUT from a brand like yourselves I wouldn't expect any less ingenuity. Thanks for taking the time and, if you all don't already, everyone go make sure you follow @mudjeans.

Peace and love ✌️