In a significant move towards enhancing sustainability within the fashion industry, Guess Inc. has launched the “Guess Again” apparel recycling program for its U.S. online customers. This initiative, which officially launched on October 10, 2023, is in partnership with SuperCircle, a tech-driven textile recycling platform based in New York. Through this program, Guess aims to promote a circular economy in retail, which is increasingly becoming a vital aspect of sustainable consumer behavior.
Under the “Guess Again” initiative, customers can recycle pre-owned clothing from any brand by simply requesting a shipping label via the Guess website. In return for this sustainable action, customers are rewarded with Guess credits for future purchases, creating a win-win scenario for both the company and its customers. By partnering with SuperCircle, Guess has streamlined the entire recycling process, encompassing clothes collection, sorting, and disassembly. The materials are then sent to specialized recycling partners that handle various types of fibers.
Carlos Alberini, CEO of Guess Inc., highlighted the importance of this program in a recent statement: “Our partnership with SuperCircle represents another strong step toward our Action Guess commitment to develop more circular business models.” He emphasized that “Guess Again” is designed to significantly reduce the company’s carbon footprint while providing a practical solution to the ongoing issue of apparel and textile waste.
The impetus for this initiative is alarming. According to industry estimates, 85% of textiles end up incinerated or in landfills, amounting to an astounding 92 million tons of textile waste produced annually. Chloe Marie Songer, CEO and co-founder of SuperCircle, expressed her excitement for the collaboration, emphasizing the program’s role in incentivizing textile recycling and catering to climate-conscious consumers. She noted that “it is a win-win-win for the brand, the consumer, and our planet”.
The “Guess Again” program builds upon Guess’s existing in-store recycling scheme initiated in 2022, which was executed in collaboration with Homeboy Recycling, a division of Homeboy Industries. This program allows customers to bring five or more items to any Guess, Guess Factory, Accessories, or Marciano store in the U.S., receiving a 15% discount on their next full-priced purchase. The collected clothing is categorized for repair, resale, upcycling, or recycling, showcasing the brand’s commitment to sustainable practices.
Moreover, in 2022, Guess introduced the Upcycled Collection in collaboration with Homeboy Industries, offering unique fashion pieces such as tote bags and patchwork denim made from recycled materials. Homeboy Industries has a notable reputation for its work in rehabilitation and re-entry programs, and its expansion into textile recycling through this partnership has reinforced its impact.
These initiatives are part of Guess’s broader sustainability objectives outlined in its 2022-2023 Environmental, Social, and Governance (ESG) report. Looking toward 2030, the company aims for 75% of its global apparel materials to be environmentally preferred, significantly increasing the use of recycled and organic materials. Specifically, Guess plans for 80% of its polyester to be either recycled or biobased, and for 80% of its cotton to be regenerative, recycled, or organic. Furthermore, Guess has set a goal to have 75% of its mainline denim sourced from its Eco line, which utilizes sustainable materials, including Tencel.
To minimize environmental impact, Guess is committed to reducing its Scope 1 and 2 greenhouse gas emissions by 50% by 2030, with plans for complete transition to renewable electricity by 2035. The ultimate goal is to achieve climate-positive status by that time, enabling the company to remove excess carbon dioxide from the atmosphere.
In an era where consumers are increasingly aware of their purchasing decisions and their environmental impact, Guess Inc.’s “Guess Again” program and its overall sustainability strategy position the brand favorably in a competitive landscape. As online sales continue to grow—Digital Commerce 360 projects Guess’s total online sales for 2024 to reach an impressive $528.04 million—the company’s focus on sustainability can also drive customer loyalty and engagement.
As more brands adopt similar initiatives, the fashion industry can pivot towards a more sustainable future. By integrating principles of circularity and recycling into its business model, Guess Inc. is not just contributing to environmental conservation; it’s also setting a precedent for others in the industry, paving the way for responsible consumerism in fashion.
