Guess is partnering with I:Collect (I:CO) to launch a nationwide wardrobe recycling program backed by an in-store, digital and online marketing campaign.
The initiative is part of the Guess Resourced recycling program, which began in California in June and, due to its success, will now expand nationwide and globally by 2020. Incorporated in the company’s sustainability plan, the wardrobe recycling program encourages customers to extend the life of their clothing and shoes.
In exchange for bringing in five or more items of clothing or shoes to any Guess, Guess Factory, G by Guess or Marciano store in the U.S., customers will receive 15 percent off a full-priced purchase in-store or online, subject to certain restrictions. The company will promote Resourced in its 295 U.S. stores across four brands under the Guess Inc. umbrella with messaging in storefront windows, dressing rooms, e-mail marketing, social media and on shop.guess.com and guess.com/resourced.
In its commitment to circular fashion and sustainability education, Guess has created a video for the Resourced program to help illustrate the meaning of clothing and shoe’s “next best life.” Guess has teamed up with a few local partners–a cotton farmer, meal delivery service and music recording studio–to tell the story of how clothing and shoes may be “resourced” or recycled into something new. A video on the Resourced program is also available on the Guess YouTube channel.
“Guess has joined a global industry pledge to promote a circular fashion system–the idea that fashion should last, and be continuously repurposed, reused and recycled,” Guess CEO Victor Herrero said. “Partnering with I:CO helps us achieve our goals and work on these initiatives to adapt our company and engage our employees, customers, and community on developing a more sustainable fashion industry.”
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Guess said it has teamed with I:CO, a global solutions provider and innovator for the collection, certified sorting, reuse and recycling of used apparel and footwear, to reduce textile waste and help create a circular fashion system where unwanted apparel and footwear can be reprocessed and reused in a closed loop production cycle. Through I:CO’s innovative retail take-back system and worldwide infrastructure, wearable items get a new life as secondhand goods. Unwearable items are upcycled into new products like cleaning cloths or into fibers for products such as insulation and new textiles.
“We admire Guess’s sustainability efforts and its commitment to textile recycling,” I:CO USA CEO Kenneth Cheah said. “We are proud to be expanding our partnership so more consumers will have an easy way to recycle their unwanted clothing and shoes and further awareness will be generated about creating a more circular future of fashion.”