Guess Inc. is redefining sustainability with a bold new strategy, Action Guess, aimed at elevating its ESG commitments. In its latest report, the company unveils ambitious targets to enhance eco-material usage and product sustainability. With a focus on transparency and innovation, Guess is driving change across its supply chain, product lines, and operational practices. Through strategic partnerships with Jeanologia and initiatives like Guess Again, the brand is paving the way for circularity and responsible consumption. By leveraging data insights and a comprehensive materiality assessment, Guess is poised to make a lasting impact on the industry's sustainability landscape.
Strengthening Eco-Material Usage and Product Sustainability
Guess Inc.'s commitment to enhancing eco-material usage and product sustainability is evident in its latest ESG report. The company's ambitious target to have 75% of global apparel materials environmentally preferred by 2030 reflects a strategic shift towards sustainable sourcing practices. By leveraging guidelines from organizations like Textile Exchange and the UNFCCC, Guess is aligning its product portfolio with global best practices, setting a new standard for eco-conscious fashion. Furthermore, the introduction of the Guess Eco label for products made with sustainable fabrics underscores the brand's dedication to reducing environmental impact throughout its supply chain.
In collaboration with Jeanologia, Guess Jeans is leading the way in sustainable innovation with initiatives like Guess Airwash, a groundbreaking washing method that significantly reduces water and energy consumption in denim production. By incorporating recycled and organic materials into its Gen Z-focused brand, Guess is not only meeting consumer demand for sustainable fashion but also driving industry-wide change towards more responsible manufacturing practices. This strategic focus on eco-material usage and product sustainability positions Guess as a trailblazer in the fashion industry's transition towards a more sustainable future.
Addressing Scope 3 GHG Emissions and Supply Chain Challenges
Despite challenges in reducing Scope 3 GHG emissions, Guess remains committed to its goal of achieving a 30% reduction by 2030 compared to the 2019 baseline. The company's transparency in reporting the increase in emissions due to higher production volumes underscores its accountability in addressing environmental impact across its supply chain. By expanding its supplier training program and engaging with over 800 suppliers on compliance issues and sustainability requirements, Guess is actively working towards mitigating emissions and promoting sustainable practices throughout its network of partners.
Guess's partnership with SuperCircle for the Guess Again program highlights the brand's innovative approach to circularity and responsible consumption. By empowering customers to recycle pre-owned clothing through a tech-driven reverse logistics platform, Guess is not only reducing waste but also fostering a culture of sustainability among its consumer base. Additionally, the company's internal initiatives, such as the color and product compliance team's pilot testing with external laboratories for fabric recycling, demonstrate Guess's holistic approach to addressing supply chain challenges and promoting a more sustainable operational model.
Leveraging Data Insights for Strategic Decision-Making
Data plays a pivotal role in shaping Guess's ESG strategy, as evidenced by its Double Materiality Policy and quantitative impact study conducted in FY2025. By evaluating 14 material topics spanning climate action, labor rights, and responsible sourcing, Guess has developed a comprehensive roadmap to prioritize key sustainability issues and drive impactful change within the organization. The company's quantitative impact study, which analyzes sales data to identify environmental and social hotspots, showcases Guess's commitment to data-driven decision-making in addressing sustainability challenges and maximizing positive outcomes across its value chain.
Furthermore, Guess's biodiversity and water risk assessment underscores its proactive approach to identifying and mitigating environmental risks within its operations. By aligning with the Science Based Targets for Nature framework, Guess is not only ensuring compliance with industry standards but also setting a precedent for responsible environmental stewardship. This data-driven approach to understanding value chain impacts and assessing risks positions Guess as a forward-thinking company that leverages insights to drive meaningful sustainability initiatives and create long-term value for both the business and the environment.
Promoting Circular Economy Practices and Responsible Consumption
Guess's commitment to circularity is exemplified through initiatives like Guess Again and Resourced, which encourage customers to recycle pre-owned clothing and divert apparel from landfills. The company's collaboration with SuperCircle for the Guess Again program showcases its dedication to promoting a circular economy model that prioritizes resource efficiency and waste reduction. By incentivizing customers to participate in the recycling scheme and rewarding them with Guess credits, Guess is fostering a culture of responsible consumption and sustainable fashion choices among its consumer base.
In-house initiatives, such as textile recycling partnerships and the Resourced takeback scheme, further highlight Guess's efforts to minimize waste and promote a more sustainable approach to product lifecycle management. By diverting thousands of kilograms of apparel, accessories, footwear, and jewelry from landfills in FY2025, Guess is not only reducing its environmental footprint but also demonstrating a commitment to circular economy practices that align with its ESG goals. Through these initiatives, Guess is setting a new standard for responsible consumption in the fashion industry and driving positive change towards a more sustainable future.
Conclusion
In redefining sustainability through its Action Guess strategy, Guess Inc. is setting a new standard for eco-conscious fashion and responsible consumption. By prioritizing eco-material usage, addressing Scope 3 GHG emissions, leveraging data insights, and promoting circular economy practices, Guess is not only driving industry-wide change but also fostering a culture of sustainability. Through strategic partnerships with Jeanologia and innovative initiatives like Guess Again, the brand is paving the way for a more sustainable future. As Guess continues to lead by example in transparency, innovation, and accountability, it challenges the fashion industry to embrace sustainability wholeheartedly, inspiring us all to rethink our approach to fashion and consumption.