We were tasked with developing a future-thinking concept for MUD Jeans, free to take form beyond traditional product design. Grounded in the brand’s core commitment to circularity, we imagined what MUD could become if its values were scaled into an entire way of living.

Using futuring research and insights drawn from current geopolitical and cultural zeitgeists, we designed a speculative utopian city where circular systems shape everyday life. The concept draws inspiration from emerging city models such as Gelephu Mindfulness City and theoretical frameworks including eco-socialist thinking, which repositions sustainability as a collective, systemic responsibility rather than an individual burden.

Rather than designing a single product, the project explored how a brand might evolve into an ecosystem. From this future vision, we developed a digital prototype and design brief.

MUD City reframes MUD not just as a denim label, but as a blueprint for a future in circular living.