Danique is Marketeer at MUD Jeans and believes in the importance of storytelling. A growing number of frontrunners want to purchase from brands they can identify with. As as purpose-driven brand, our challenge lies in balancing purpose and fashion. We are witnessing how complex behavioural change on a larger scale really is. But, put simply, if we want to create a better planet, we all have to disrupt our current (shopping) habits.