Backed by an in-store, digital, and online marketing campaign and as part of the company’s sustainability plan, Guess is encouraging customers to extend the life of their clothing and shoes through this recycling programme. In exchange for bringing in five or more items of clothing or shoes to any local Guess, Guess Factory, G by Guess, or Marciano store in the US, customers will receive 15 per cent off a full-priced purchase in-store or online (subject to certain restrictions). The company will promote Resourced in its 295 US stores across four brands under the Guess umbrella with messaging in store-front windows, dressing rooms, email marketing, social media, and on shop.Guess.com and www.Guess.com/Resourced, Guess said in a media statement.
In its commitment to circular fashion and sustainability education, Guess has created a video for the Resourced programme to help illustrate the meaning of clothing and shoe’s ‘next best life’. Guess has teamed up with a few local partners, such as a cotton farmer, meal delivery service, and music recording studio, to tell the story of how clothing and shoes may be resourced or recycled into something new. Guess’s video on the Resourced programme is available on Guess’s YouTube channel and at www.Guess.com/Resourced.
Guess has partnered with I:CO to reduce textile waste and help create a circular fashion system where unwanted apparel and footwear can be continuously reprocessed and reused in a closed loop production cycle. Through I:CO’s innovative retail take-back system and worldwide infrastructure, wearable items get a new life as second-hand goods. Unwearable items are resourced into new products like cleaning clothes or recycled into fibres for products such as insulation and new textiles. Reusing and recycling saves resources and allows valuable raw materials to be reprocessed, ultimately helping to protect our environment.
“We admire Guess’ sustainability efforts and its commitment to textile recycling. We are proud to be expanding our partnership so more consumers will have an easy way to recycle their unwanted clothing and shoes and further awareness will be generated about creating a more circular future of fashion,” Kenneth Cheah, I:CO USA chief executive officer said.
“Guess has joined a global industry pledge to promote a circular fashion system – the idea that fashion should last, and be continuously repurposed, reused and recycled. Partnering with I:CO helps us achieve our goals and work on these initiatives to adapt our company and engage our employees, customers, and community on developing a more sustainable fashion industry,” Victor Herrero, chief executive officer of Guess said. (GK)
Fibre2Fashion News Desk – India
Guess has partnered with I:Collect (I:CO), to launch a nationwide wardrobe recycling programme, on October 23, 2018. I:CO is a global solutions provider for the collection and recycling of used apparel and footwear. Guess’ recycling programme Resourced was initially launched in California on June 18, 2018 and, will now expand US-wide and globally by 2020.