Global brand launches men’s + women’s capsule collection made with environmentally conscious materials and processes
LOS ANGELES–(BUSINESS WIRE)–This spring 2019, GUESS is proud to introduce GUESS Eco, a 12-piece capsule collection for men and women made with environmentally conscious materials and manufacturing processes. Featuring water-saving denim, the GUESS Eco collection has launched in store and online in the US, Canada and internationally in recognition of World Water Day (March 22). Produced in collaboration with GUESS Europe, the global brand aims to make GUESS Eco a globally available, ongoing collection worldwide with a larger GUESS Eco collection launching Fall 2019.
The women’s GUESS Eco collection includes a range of denim jeans, a trucker jacket, 100% Organic cotton logo and graphic t-shirts and a 100% Organic cotton logo bodysuit. For men, slim tapered denim jeans in a medium & light wash are outfitted with a selection of 100% Organic cotton logo and button-down shirts to complete the look. The denim offered in the GUESS Eco collection is made with advanced technology that uses, on average, approximately 30% less water per garment and reduces chemical use throughout production.
Made by one of the world’s greenest denim mills, Candiani, GUESS Eco denim fabric is created by using a pre-reduced indigo dye that reduces chemical use and lowers overall environmental impact throughout the product manufacturing process. Using reusable stones to distress the denim reduces waste created during production, while pocket linings made with 30% recycled content further reduces waste and diverts plastic bottles from landfill.
“With our first global GUESS Eco collection and larger sustainability program, we make a promise to a better future through innovation. By offering high quality product designed with the environment in mind, we want our customer to know that GUESS understands the world’s environmental challenges and is working to evolve our practices and products. Our customers, our employees, and our families can be very confident that when they wear GUESS clothing, they can feel good knowing that we are a global brand that cares for our world for generations to come.” Carlos Alberini, CEO of GUESS?, Inc.
The company will promote the GUESS Eco collection in nearly 100 GUESS stores in North America through in-store signage, email marketing, and social media posts. For a limited time online and in select stores, GUESS will offer a reusable tote bag with qualifying GUESS Eco purchases.
In addition to launching GUESS Eco for World Water Day 2019, GUESS is also sponsoring a clean water giveaway in partnership with PackYourBack.org and Little Miss Flint for families in Flint, Michigan. GUESS has also supported access to clean water for communities in India and Puerto Rico, with a resulting impact of reaching an estimated 2,000 people through its philanthropic efforts for increasing access to clean water.
Guess is prioritizing water in its sustainability efforts after learning that one pair of denim jeans can use over 700 gallons of water throughout its life, as calculated by the GUESS denim water footprint published in its FY16-17 Sustainability Report. Thus, Guess seeks to address water use throughout the lifecycle of denim – from cotton sourcing to denim production to customer care. While Guess Eco focuses primarily on water-saving in denim production, the company is also working to increase sourcing of more sustainable cotton and has recently updated its denim product care guide for customers. Visit guess.com/sustainability for more information.
Established in 1981, GUESS began as a jeans company and has since successfully grown into a global lifestyle brand. Guess?, Inc. designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, footwear and other related consumer products. Guess? products are distributed through branded Guess? stores as well as better department and specialty stores around the world. As of February 2, 2019, the Company directly operated 1,161 retail stores in the Americas, Europe and Asia. The Company’s licensees and distributors operated 558 additional retail stores worldwide. As of February 2, 2019, the Company and its licensees and distributors operated in approximately 100 countries worldwide. For more information about the Company, please visit www.guess.com.
In 2017, GUESS published its second sustainability report and its first ever sustainability plan. As part of that plan, the company made commitments to be good water stewards and responsibly source materials. GUESS ECO are those commitments realized in the form of Guess core basic essentials recreated with the environment in mind. The company is actively pursuing company-wide goals for eco materials sourcing and water saving technology adoption in denim, which it will further detail in its next sustainability report to be published summer 2019. The GUESS Sustainability program is global, with Guess Europe launching the first eco collection in 2015 and will have Eco assortments available throughout the year in the US, Canada and Europe. In its commitment to circular fashion, the company has also launched its national customer product take back program RESOURCED, where customers are encouraged to take back 5+ items of any clothing or shoes in dry, clean condition and receive 15% off their next full priced purchase. GUESS will then send the products collected to its partner I:CO for re-wear or recycling into new product.