Guess continues to lead the way with more sustainable and innovative fashion, further diversifying its use of technology and eco-friendly fabrics, and continuing to produce irresistible fashion.
As Guess reinforces its focus on sustainability, this season sees not only the exquisite and iconic Guess denim but diversification of different garments within the GUESS ECO collection, ranging from eye-catching knitwear to outerwear.
GUESS ECO draws on a variety of advanced technologies in its mission to produce fashion that respects the environment. This holistic approach prioritizes quality, durability, and innovation. The men's, women's, and children's collections use organic and recycled cotton for key garments, reducing pollution and agricultural waste to create butter-soft denim and natural fabrics.
REPREVE® creates high-performance fibres from recycled materials such as plastic bottles, while Lenzing™ produces environmentally friendly Tencel™ and ECOVERO™ fabrics, which are especially popular in the children's collections. The Indigo Flow™ dyeing process is a clean label fabric dyeing process that produces exquisite looking fabrics with minimal water and waste. EIM technology is also used throughout the manufacturing process to measure environmental impact and identify areas for improvement, helping GUESS to make further progress in sustainability.
SMART GUESS
SMART GUESS demonstrates GUESS' strong commitment to becoming an environmentally responsible leader in the fashion industry. The collection proves that for the brand, sustainability is a good bet and is here to stay. Innovative dyeing techniques used for SMART GUESS denim include Dry indigo, a zero water dyeing process, and the Indigo Flow TM component, which reduces water usage by 70%.
Ultra-modern fabrics such as REPREVE® transform recycled bottles into fiber, while organic and recycled cotton is used in conjunction with EcoMade Lycra T400 to create fashionable denim garments. These innovative efforts are part of the GUESS Sustainability Plan, the brand's holistic approach to operating with integrity, empowering people, and protecting the environment.
By adapting technology to denim to save water, managing environmental impact within the supply chain, and promoting circular fashion are just some of the facets of this plan, GUESS seeks to reduce emissions and harness science for a greener, more sustainable future. The SMART GUESS eco-collection is the result of these actions, creating a more sustainable brand.
Reborn Denim
Made from recycled denim that is carefully processed to create new, super-soft denim with minimal waste, it's the result of a style reborn with greater sustainability. For an added on-trend touch, the wide-leg, high-rise silhouette is finished in a faded bayswater wash.
For men, the dark blue tone works with a more versatile, relaxed and casual style, with classic denim detailing.
Guess’ Sustainability Report
In 2019, GUESS published its third sustainability report and updated its sustainability plan. As part of that plan, the company committed to being good stewards of water and sourcing materials responsibly. The company is actively pursuing company-wide goals for sourcing green materials and adapting water-saving technology in denim, which is further detailed in its sustainability report, publicly available online.
The GUESS Sustainability program is global, Guess Europe launched the first eco-friendly collection in 2016, and has eco-friendly pieces available year-round in the US, Canada, Europe, and selected additional markets around the world. The company is also an active industry partner in several other sustainability programs.
In its latest report, the brand addresses the issues most important issues, which are operating with integrity, empowering its employees, and protecting the environment. Over the past two years, GUESS has achieved various important milestones.
The brand has seen an increase in its international GUESS ECO organic denim offering by 18%, as well as gender equality in its U.S. business operations and locations. As a result of setting ambitious targets to reduce its greenhouse gas emissions, it’s seen a reduction of 50% as well as a reduction of supply chain emissions by 30% by 2030. GUESS also has carried out rigorous audits of its sustainability data conducted by external assurance provider KPMG.