Mud Jeans: With its leasing scheme for jeans, this Dutch company “represents a new consuming
philosophy that is about using instead of owning,” according to Mud’s website. The concept also
protects the company from volatile cotton prices. Consumers pay €5.95 a month for a pair of jeans;
after a year, they can return the jeans to Mud, trade them for a new pair and start another yearlong
lease, or switch to a four-month lease. Mud is responsible for any repairs during the lease period.