At the age of 23, Bert van Son moved to China for a job in the textile industry. In Chine, he witnessed the consequences the fast fashion industry has on factory workers. He saw that the pressure to produce leads to health and safety risks. He knew that there had to be an alternative. As a potential solution he introduced the Lease A Jeans concept in 2013. An innovative way of guilt-free consumption according to the principles of the circular economy.