Mud Jeans celebrates 12.5-year anniversary with rebranding: 5 Questions about the new direction

Dutch denim brand Mud Jeans is undergoing a rebranding, placing style, fashion, and desirability at the forefront. The denim label recently opened its first flagship store in the center of Amsterdam, subtly showcasing the brand's new direction. It has also taken root in small-scale multibrand concept stores across the UK and Ireland, and has begun to venture into the other side of the Atlantic via American e-commerce platform, Ooloop.