Advancing a global apparel brand’s sustainability strategy is challenging during normal circumstances, let alone in pandemic, but Jaclyn Allen is coming out the crisis with big wins for both Guess and the environment.

Bringing jeans to market that adhere to Ellen MacArthur Foundation’s Jean Redesign guidelines is one of those achievements. At Allen’s suggestion, Guess took an exploratory approach to achieving the circular requirements by sponsoring a course at Fashion Institute for Design and Merchandising to help with research and development. The challenges were immense—from factory closures, design flaws and cost and brand aesthetic difficulties, but the team didn’t give up.

“This project introduced significant key learnings to our team in terms of durability, recyclability, and materials health that we are now applying to more of our denim products, as well as to our overall product portfolio,” she said.

Collaborating on Guess’ sustainability report, which completed a “reasonable” assurance examination by Big 4 accounting firm KPMG, was another. Allen’s global team worked to create a testing and controls protocol for nearly 100 metrics disclosed in the report. Though a “laborious process,” it makes Guess one of the only fashion companies in the world to seek such rigorous review of its sustainability communication.