This spring 2020, GUESS is proud to introduce GUESS Eco! Representing more than 15% of the brand’s overall seasonal selection, this collection of men and women’s apparel is to be made with environmentally conscious materials. It represents GUESS’s rapid progress toward the brand’s sustainability goal to offer at least 25% of its products as “eco” while also being fashionable, sexy and innovative.
Since 1981, GUESS has been one of the top-selling denim brands in the world. As a company, they are aware that it is essential to reduce our carbon footprint and act as a positive example in the fashion industry. Since fibre and fabric production accounts for over 1⁄2 of fashion’s impact on the world’s environment, GUESS is doing its part to improve its environmental impact by rapidly transforming its materials selection to include more sustainable alternatives.
Their commitment to sustainability is ongoing since 2017 when their first sustainability plan launched. For this past Earth Day, GUESS was excited to launch the below video that highlights their innovative SMART GUESS denim, where they’re currently on track to have over 25% of their denim to be SMART by 2021.
Innovative. Eco-conscious. Sexy. ♻️ #SmartGUESS
GUESS’s Eco Luxe denim is available in three different styles and washes and features TENCELTM lyocell with REFIBRATM technology – an innovative process that helps to reduce industry waste by upcycling cotton scraps from manufacturing. The women’s denim fits include 1981 flares, skinny jeans and high-rise cuts in light to medium washes. Each style has been developed with Eco-Luxe denim fabrication and can be outfitted with logo and graphic t-shirts and tanks made with 100% organic cotton. To complete the assortment, knit tops and dresses made with Lenzing’s TENCELTM Lyocell or Modal are core items in the delivery that carry over from season to season.
For men, Eco-Luxe slim tapered denim jeans in a medium wash are seen alongside super skinny and skinny style fits.
With the 50th Anniversary of Earth Day just past and environmental challenges looming, GUESS has its sights on larger action for sustainability beyond its eco product and materials. The company has also made a commitment to set ambitious science-based targets for carbon emissions reductions and has developed new programs and partnerships in support of a circular fashion system, including its latest partnership with Ellen MacArthur Foundation.