Bert van Son went Beyond Horizons with his idea to sell one million recyclable fair trade jeans, made of organic cotton. MUDJeans seeks to change the fashion industry, to shift to recyclable production garments and change the consumers attitude towards clothing. He has the ambition to sell 1 million sustainably produced jeans. And he is definitely working hard to achieve this goal. After 30 years of work, businessman Bert van Son has seen how dirty and unfair the fashion industry really is, and decided this was something he wanted to change. Bert took initiative to set up a new sustainable fashion business model, striving to change the fashion industry. He came up with a new concept: lease a jeans. Besides producing the jeans with organic cotton in fair trade factories , the idea is that people can rent their jeans. Customers change from being the owners to being users, and when they stop wearing the jeans the jeans are returned thus using the raw material again in a recycle process . This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx
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