Mudguard x Ploegendienst: Our first-ever pop-up
A New Chapter for Mudguard
On July 5 & 6, 2025, Mudguard stepped into a new chapter: our very first physical pop-up. And not just anywhere, but at Ploegendienst Festival, the beating heart of underground culture in Breda. Known for its raw energy, independent spirit, and refusal to sell out to big commercial brands, Ploegendienst is more than a festival. It’s a community. And that made it the perfect stage for Mudguard’s first-ever appearance offline.
What Ploegendienst Stands For
Every summer, Ploegendienst transforms Breda into a playground for music, art, and counterculture. Run by Kairos and led by event manager Mandy Ploegmakers, the festival rejects the mainstream approach of letting big corporate names take over stages. Instead, Ploegendienst keeps it real, building everything in-house and focusing on community, authenticity, and raw creativity.
That’s exactly why this collaboration made sense. When Kik, founder of Mudguard, connected with Mandy, the vision aligned immediately. “We don’t chase trends; we create art. If you wear Mudguard, you wear a piece of us, something rare, something real. No restocks, no compromises.” Mandy smiled and told us Ploegendienst felt the same way. No corporate noise, no shortcuts. Just culture. Just people.
BUILDING THE MUDGUARD EXPERIENCE
Saturday morning, July 5, the Mudguard crew arrived early to build our space inside the Ploegendienst Bouwmarkt, the festival’s creative hub. Two massive Mudguard boards framed our stand, making sure our logo couldn’t be missed. This wasn’t just a shop; it was an experience.
From 14:00 to 23:00, the space never stood empty. People came to try on tees, snap mirror selfies, or simply take shelter when the summer rain hit. What mattered most? The conversations. For the first time, we could look our community in the eyes, share the stories behind every drop, and explain why Mudguard does things differently:
- No fast fashion — all pieces made responsibly in Portugal and Turkey, never in cheap sweatshops.
- Wearable art — every drop is a one-time release, no restocks, no repeats.
- Built for those who get it — not the masses, but the ones who live by their own rules.
ENERGY THROUGH THE ROOF
Saturday was packed, buzzing with energy. But the real proof came on Sunday. Despite the rain, people still showed up, still repped Mudguard, and still wanted to be part of the story. That loyalty, rain or shine, showed us how deep this movement already runs.
And the moment that sealed it? Towards the end of the weekend, Kik walked across the festival grounds and saw Mudguard shirts everywhere.
“I had tears in my eyes. For the first time, I saw our vision walking around me. Living, breathing, working. This isn’t just clothes. Mudguard works. Our concept works.” – Kik, Founder of Mudguard.
MORE THAN A POP-UP
What made this debut unforgettable wasn’t just sales. It was seeing people take off the shirt they arrived in, lock it away, and proudly wear their brand-new Mudguard tee for the rest of the festival. That’s impact. That’s culture. That’s community.
THE BEGINNING OF A PARTNERSHIP
Mudguard x Ploegendienst wasn’t a one-off. This is just the beginning of a long-term connection between two movements that refuse to play the commercial game. We’re already looking forward to building more together.
To Mandy, the Ploegendienst team, and everyone who pulled up: thank you. You gave Mudguard a stage, a home, and a memory we’ll never forget.
This was our first-ever pop-up. It won’t be the last.
Love,
Mudguard
