Guess launches eco-friendly collection for Spring 2019

By

Gabriella Lacombe

Published
Mar 22, 2019

This spring, Guess is furthering its involvement in the green fashion movement with the launch of Guess Eco, a 12-piece capsule collection for men and women made with the environment in mind.

The Guess Eco women's collection includes a range of denim jeans, a trucker jacket, logo and graphic t-shirts made from 100 percent organic cotton and a 100 percent organic cotton logo bodysuit, while the men's offering includes slim tapered denim jeans in a medium and light wash, and a selection of 100 percent organic cotton logo and button-down shirts.

The heart of the collection's environmentally-friendly claim lies in its denim offering. Made by Candiani, a green denim mill, the denim fabric is produced with eco-friendly technology, such as pre-reduced indigo dye, reusable stones for distressing, and pocket linings made with 30 percent recycled material. All together, Guess said the production process uses, on average, approximately 30 percent less water per garment and also uses fewer chemicals.

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As many retail analysts herald the comeback of jeans amidst waning interest in athleisure, Guess's appeal to conscious consumers could well make for a solid sales boost. 

The Guess Eco collection launched in stores and online in the United States, Canada and internationally on Friday, in honor of World Water Day. The global brand said that it plans to make Guess Eco, which was made in collaboration with Guess Europe, an ongoing collection worldwide, with an expanded selection already set to launch in the fall.

"By offering high quality product designed with the environment in mind, we want our customer to know that Guess understands the world’s environmental challenges and is working to evolve our practices and products," said Carlos Alberini, chief executive officer of Guess Inc., in a release. 

The collection launch builds on the brand's ongoing sustainability efforts, which are primarily focused on water-saving in denim production. To further reinforce its ethical commitments around the launch of Guess Eco, the brand said it has also partnered with packyourback.org and Little Miss Flint to sponsor a clean water giveaway in Flint, Michigan, where residents say access to clean water continues to be an issue nearly five years after the city's water crisis began.