Team MUD travelled to the glass dome of the Grand Palais in Paris to be part of ChangeNOW 2020.
A sustainability conference where Change Makers from all over the world present solutions for a positive difference in the world. The beautiful building of Grand Palais was divided into different sections: oceans & water, trees & biodiversity, sustainable fashion, mobility and circular economy. We were proud to be the only Dutch brand attending the Sustainability Fashion section.
While 2 years ago the conference was visited by 200 people, this year there were 28.000 visitors. Speaking of change! Major highlight of the program was to bring together world-renowned leaders in change. It felt like all leaders visited the MUD Jeans booth. From former CEO of Unilever Paul Polman, to French solo skipper Romain Pilliard wearing his MUD Jeans just like mister Biiip. Brune Poirson, Secretary of State to the Minister for the Ecological and Inclusive Transition made a video about us. Brunce Poirson is called the Unofficial Minister of Fashion and is a key player in French environmental protection policy, in particular in the fight against global warming. As supporter of the circular economy she shared our story on Instagram. Also read this NY times interview with Brune Poirson.
On day 3, at 10:00 Bert van Son was called on stage. A fully packed crowd in the Auditorium area listened carefully and came to our booth after the talk to experience what circular denim feels like. Big focal point of ChangeNOW was the protection of our Oceans. Boyan Slat from Ocean Cleanup hosted the Opening Ceremony and Captain Paul Watson from our partner Sea Shepherd made listeners think about how to be a better guardian of our oceans.
Timing for ChangeNOW was perfect, our French agency The Clothette just started distributing MUD Jeans. We were pleased to have them as partners on our booth, telling Parisians about our circular approach. While we are being mentioned in the French media, from Le Monde to the Vogue new stores all around France start to stock MUD Jeans.
Satish Kumar, former monk and founder of Schumacher College closed the edition of #ChangeNOW2020 with a beautiful message: “we need to change our attitude towards nature. What we do to nature we do to ourselves.” Watch the whole talk here.