This case discusses the sustainable business model adopted by the MUD Jeans Company
in the context of the Circular Economy (CE). The clothing industry evolved from clothing to
apparel and eventually to fashion. The clothing economy shifted from the traditional linear to
a sustainable circular model. Established in 2012, MUD Jeans introduced an innovative
concept called" Lease a Jeans," thereby attempting to save precious natural resource. The
fashion industry is the second largest polluter. Keeping in mind the UN Sustainable …