Guess Inc. isn’t just about fit and fade anymore. The retailer has joined a consortium of brands putting a priority on denim’s ecological footprint.
GUESS has long been committed to sustainability and eco-friendly denim and fashion, and 2021 will be no exception, when the brand will release its first GUESS Jeans Redesign denim, the brand’s most sustainable jean yet.
Promoted by the Ellen MacArthur Foundation, a global leader in advancing the circular economy, The Jeans Redesign Guidelines foster the principles of the circular economy, establishing minimum standard for the durability, material health, recyclability and traceability of denim clothes, with a key focus on the use of safe, eco-friendly fibres and production processes. Jeans Redesign Guidelines enables clothing to be easily recycled, repurposed and transformed into new garments, while also creating a healthier work environment for fashion garment makers.
In 2019, GUESS joined the Ellen MacArthur Foundation’s Make Fashion Circular initiative, which promotes the use of innovative business models and products that use safe materials, upcycle used clothes, and reduce pollution during the production process.
“We are really proud to be taking part in the Jeans Redesign programme, a new vision and an exciting future for denim. At GUESS, we aim to make sustainability at the core of everything we do. From product quality to end-to-end environmentally-friendly practices, we are working to protect the Earth’s natural resources and the environment, reduce the impact of production activities, and help to maintain ecological balance, creating a better world for the generations to come”,
- Guess Inc. CEO, Carlos Alberini.
“GUESS has been synonymous with denim culture throughout its history - and by joining the Jeans Redesign they are helping to shape the industry's future. We are delighted to be working with them to create jeans that last longer, that can be remade into new jeans at the end of their use and are made in ways which are better for the environment and the people that make them.”
– Francois Souchet, Make Fashion Circular lead at the Ellen MacArthur Foundation.
Crafted in 100% organic, sustainably sourced, traceable and biodegradable cotton fabric, the clothes have come with an antibacterial finish, traceable cotton linings and trim, Ecogalite buttons and Jacron labels, which not only avoid the use of harmful chemicals and dyes but are also recyclable or biodegradable.
Redesign denim Women
The Redesign collection for women introduces a versatile denim jacket, which doubles as a shirt, ideal for the mid-season, and a form-flattering pair of tailored-fit jeans in a black and blue refined wash.
Redesign denim Men
Meanwhile, the men’s proposals feature a classic denim jacket and chino style trousers, designed with a little extra legroom to suit both slim and more athletic builds.
Garments made to Jeans Redesign specifications will be launched in the 2021 Pre-FW season, with collections available in store from May 2021.
About GUESS?, Inc.
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, eyewear, 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 August 1, 2020, the Company directly operated 1,084 retail stores in the Americas, Europe and Asia. The Company’s partners and distributors operated 538 additional retail stores worldwide. As of August 1, 2020, the Company and its partners and distributors operated in approximately 100 countries worldwide. For more information about the Company, please visit www.guess.com.