New CEO for Mud Jeans

After two and a half years, CEO Jolanda Brink is stepping down at Mud Jeans, the premium circular denim brand from the Netherlands. She will be succeeded by Dion Vijgeboom, who has been with the company since 2015.

“Strengthening our position”

With the appointment of former COO Vijgeboom, Mud Jeans says it is opting for continuity in leadership, while at the same time maintaining a clear focus on the next phase of growth. The new CEO has been with the company since 2015 and was previously COO, responsible for day-to-day operations and the implementation of strategic plans.

Under the leadership of Jolanda Brink, the circular denim brand has undergone a clear professionalization process and has made the transition from an entrepreneurial start-up to a more mature, professionally organized organization, ready for the next phase, according to the press release.

“In the coming years, we want to further strengthen our position in the markets where we operate, across all our channels from wholesale to direct-to-consumer. We will continue to work on increasing our brand awareness, strengthening our relationship with retailers and consumers, and further expanding our circular impact,” said Vijgeboom.

Mud Jeans was founded in 2012 and works with more than 200 retailers in 15 countries. Each pair of Mud Jeans consumes on average 87% less water, emits 89% less CO₂, uses fewer chemicals through responsible dyeing, and produces significantly less waste.