The program, started in 2006 by Cotton Inc., collects old pairs of jeans and turns them into Ultra Touch Insulation in order to reduce the amount of denim that ends up in landfills.
From now through Oct. 1, Guess will host the recycling campaign in over 160 store locations in North America. Customers who donate a pair of old jeans will receive a key chain and a coupon for 30 percent off regular priced jeans from participating Guess stores, with a limit of five discount cards per person.
The jeans collected by Guess will be transferred to Blue Jeans Go Green will be recycled into insulation by Bonded Logic. A portion of the insulation made will be distributed to charitable organizations like Habitat for Humanity. Other participants include Madewell.