Bert van Son

About Bert van Son

Bert van Son is a visionary entrepreneur and advocate for sustainable fashion who has made a significant contribution to the global fashion industry. His company, MUD Jeans, is one of the highest-scoring B-Corps in the world. Born with a deep sense of responsibility for the environment and a passion for creating positive change, Bert dedicated his career to transforming the way clothing is produced and consumed.

With a background in the textile industry, Mr. Van Son recognized the harmful impact that conventional fashion practices have on the planet and set out to develop an alternative model that prioritised sustainability and ethics. In 2012, he founded a pioneering company called “MUD Jeans,” built on the principles of circular economy and resource efficiency.

Under Mr. Van Son’s leadership, MUD Jeans pioneered the concept of leasing jeans instead of selling them outright. This innovative approach allowed customers to lease high-quality denim and return it after use, where it would be upcycled or recycled into new products. The initiative not only reduced the ecological footprint of the fashion industry but also created a more sustainable and cost-effective solution for consumers.

To truly make an impact, you must reach not only the people already committed to sustainable clothing, but also those who simply value a beautiful pair of jeans.
Driven by his commitment to social and environmental responsibility, Mr. Van Son worked tirelessly to raise awareness about the need for change within the fashion industry. He actively promoted transparency, fair trade, and ethical labour practices throughout the supply chain, advocating for a shift towards a more sustainable and conscious fashion system.

Mr. Van Son’s efforts earned him recognition and awards from various organisations and industry leaders. He became a prominent voice in sustainable fashion, speaking at international conferences and collaborating with renowned brands to drive positive change. Through his work, he inspired countless individuals and businesses to rethink their approach to fashion and adopt more sustainable practices.

Beyond his work at MUD Jeans, Bert van Son remains a thought leader and influential figure within the fashion industry. His dedication to sustainability, innovation, and social responsibility continues to inspire future generations, highlighting the importance of creating a fashion industry that respects both people and the planet.

He is the recipient of the KW1 Plaque, with which MUD Jeans was selected as the most sustainable company in the Netherlands. He also spoke many times at SB community events, and the Ministry of Infrastructure & Water Management named him “Circular Hero of the Year 2023.”