Using Product-as-a-Service to secure access to non-virgin material

Description In this episode, Bert van Son, founder and spokesperson of MUD Jeans, presents the Lease-a-Jeans proposition. Launched already in 2013, this proposition is a key instrument for closing the loop. Bert shares the reasoning behind the proposition and explains major elements of it, like the one-time fee as a means to improve cash-flow. Moreover, we address key aspects and challenges of the circular economy, like the use of non-virgin material, the role of taxation on resources and labour, and the importance of a passion-driven brand.

This episode is the first in the series PaaS Decoded, 16 conversations about the fine details of product-as-a-service.

People

Bert van Son, Founder and Spokesperson MUD Jeans

Patrick Hypscher, Co-Founder of Green PO, Expert in Sustainable Business Models

Chapters 00:00 Intro 02:51 Motivation for Lease-a-Jeans 07:30 The first proposition 09:58 Adding a one-time fee 14:54 Starting fee to improve cash flow 16:03 Mission-driven company & customers 19:38 Droping the starting fee and getting support by the bank 21:34 The circular challenges 23:23 Value of virgin material and human labour 26:10 Customer Motivation to Lease a Jeans 27:22 For a start: Applying the R-Ladder 32:20 Trends in circular PaaS: Growing demand, legislation & the Doughnut 34:35 Collaboration

About MUD Jeans (from website) MUD Jeans is a Dutch sustainable denim brand and the first circular denim brand in the world, known for its innovative ‘Lease A Jeans’ model.

As a leader in circular innovation, MUD Jeans scores in the top 5 of B Corps. MUD Jeans has also won various awards and recognitions such as Koning Willem 1-Plaquette for Sustainable Entrepreneurship (2022), ABN Amro Sustainable Retailer of the Year (2020), Sustainable Leaders Award (2015), Peta Vegan Award (2015).

Further Links MUD Jeans https://mudjeans.com/

10R Ladder https://www.researchgate.net/publication/335602859CircularEconomy30-Solvingconfusionaroundnewconceptionsofcircularitybysynthesisingandre-organisingthe3R'sconceptintoa10Rhierarchy Myne providing recycled metals to the car industry https://www.myne.eco/

Doughnut Economy https://doughnuteconomics.org/about-doughnut-economics

MUD Jeans & IKEA cooperation https://mudjeans.com/de/blogs/news/ikea?_pos=2

Transcript See page post at Circularity.fm https://circularity.fm/mud-jeans-close-the-loop-with-lease-a-jeans/