GUESS Goes Eco-Friendly With New Collection

by The Daily Front Row

This fall Guess is getting sustainable! The brand is introducing Guess Eco, a new collection made with environmentally conscious materials and manufacturing processes. The collection initially launched in Europe in 2016, but is now available worldwide. The brand updated its sustainability plan earlier this year, outlining its commitments to be good water stewards (like adopting water-saving technology in denim production) and source materials responsibly.

This season the brand’s Eco denim will feature Lenzing’s Tenceltm Lyocell, which is made from fibers derived from responsibly managed forests protected from illegal forest management practices. Tenceltm lyocell is made with Refibratm technology helps reduce industry waste by upcycling cotton scraps from manufacturing. Guess is also using Lenzing’s Tenceltm modal and 100 percent organic cottons for its non-denim styles.

“Guess Eco started as a grassroots initiative from our sustainability and product design teams, and has quickly grown into an important company initiative,” says Carlos Alberini, CEO of GUESS? Inc. “The world is watching iconic brands like Guess and asking ever more demanding questions about the impact we create with everything we do. Our promise is to make a conscious effort to offer high quality products designed with the environment and our communities in mind. I am very proud to see how our associates are using this incredible business as a force to make this world a better place.”

Additionally, the brand is getting into the circular economy by launching Resourced, a product take back program. Customers who take back 5 or more clean items in good condition will receive 15 percent off their next full-price purchase. The reclaimed items will be sent to its partner, I:CO, for re-wear or recycling into new product. Click here for more information or to shop the collection.

Check out pieces from the collection below.

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