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supplier-brand synergy: inside the HMS X MUD Jeans collaboration

The term 'collaboration' is frequently used in our sustainability discourse, yet genuine cooperation between suppliers and brands remains few and far between. However, HMS and MUD Jeans stand out as a prime example of how exceptional products are created through true partnership.

We spoke with Beyza Baykan, founder of HMS, and Danique Gunning, co-owner of MUD Jeans, to uncover the story behind their successful collaboration and to discuss their joint vision for the future.

What inspired the collaboration between HMS and MUD Jeans, especially combining HMS's Light technology with recycled denim?

MUD Jeans always looks for the cleanest solutions in their production; so it was a natural transition for their production team to switch from pumice to HMS. HMS’s customizability came in handy as MUD Jeans as a trendsetter in circularity uses the latest technology in the industry for creating recycled jeans that is ahead of our times & sometimes difficult for most washing products to keep up with; so, it was great that they had the option to work with a customized version of HMS that works the best with their denim. 

How did you manage to balance innovation and cost in this collaboration, and could you share a challenge you faced?

What impact do you hope this collaboration has on the fashion industry and consumer attitudes towards responsible production and fashion?

MUD has been using HMS for their washes for a while, but the campaign collaboration idea came from a shared vision of Baytech and MUD. Both Baytech - HMS & MUD Jeans strive for not only circularity, optimization of use of resources, and creating beautiful jeans that are made to last; but also for educating the end consumer who usually have no clue what impact their clothes may have on the environment. This themed shoot was a great way of creating eye-catching content to spark interest in the end consumers for learning more about the production processes, show them that there are different ways of doing things in jeans production, and increase the value & acknowledgement of making sustainable choices throughout the process.

How do you see collaborations like this influencing the future of fashion, and are there new areas or products you're keen to explore together?

The acceleration we want to see in sustainable and ethical production will come from the end consumer side, they have the most power to change the way we make jeans. And for that, they need to make informed choices; which is something we are lacking in the world. How can we expect the end consumers to value our sustainability efforts and choose sustainable products instead of others without teaching them what’s what? Of course, schools are the most important actors here but the brands have a responsibility too. MUD x HMS: A Transparent Journey was created in the hopes of bridging the gap between the production part and the end consumer. 

The next step in our collaboration could be doing an educational and interactive project with the Designer Pens. The HMS Designer Pens are Baytech’s most recent jab at bringing the end consumers to the world of denim production. A product that launched in early 2024, designers, upcyclers, and educators have shown great interest and we started giving workshops followed by an informative presentation on the HMS concept. The Pen is a crayon-like stick that allows consumers to customize their denim fades at home. The tool is made from the waste created while making HMS stones, which then gets molded into the pen shape, which aligns very well with MUD Jeans’ circularity mindset. Something to consider in the future could be doing a joint workshop with MUD jeans & the pens where the attendees can use their MUD Jeans as their canvas to show their creativity, while having a hand-feel of the stones that MUD uses in their production BTS. 

How did you manage to balance innovation and cost in this collaboration, and could you share a challenge you faced?

We've achieved cost neutrality in stone innovation by utilizing HMS stones. Despite initial higher costs, their durability offsets expenses over time. Challenges like determining performance degradation and optimal deployment have been addressed through testing and analysis, ensuring efficient and economical stone usage.

Special thanks to Beyza and Danique for offering their insights and showcasing that superior products are the result of the collaborative efforts of brands and suppliers.

Until next time friends, always be curious and stay diligent!


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