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Guess Joins The Better Cotton Initiative to Reduce Water Intake

Guess is taking a step toward reducing its consumption of water by partnering with The Better Cotton Initiative (BCI).

Guess aims to reduce its water usage beginning with raw materials. Last year, Guess conducted a Denim Water Life Cycle Assessment of its denim and found that one pair of jeans consumes 2,701 liters of water throughout its life cycle. Irrigating cotton is responsible for consuming the most water, about 64 percent.

By becoming a BCI retailer and brand member, Guess can raise its commitments for sustainable cotton production and water consumption. BCI works with cotton farmers, helping them to use water efficiently and care for the environment as well as promote higher standards of work during cotton production. Last year, BCI reached and trained 1.6 million cotton farmers on more sustainable agricultural practices, such as efficient use of water and pesticides, increasing yields and addressing gender equality and child labor issues.

“At Guess, we use cotton in many of our products,” Victor Herrero, Guess Inc. CEO said. “It is important that we take the proper steps to source more sustainable cotton in the Guess supply chain, which is why we have joined The Better Cotton Initiative. Guess is excited to join BCI and the overall industry movement to improve the standards for global cotton production, and have that reflected in the cotton we source at Guess.”

Guess joins BCI members Gap Inc., Bestseller, H&M, C&A, Nike, Lindex among others. The brand will announce its official goals for sustainable cotton sourcing later this year.