Deforestation is a growing environmental problem worldwide and brands, including Guess, are revamping their material sourcing methods to better protect the planet.
In a new sourcing commitment, the fashion brand has committed to ensuring the wood-based fibers—including rayon, modal and viscose—used in its clothing don’t come from suppliers sourcing from endangered forests or those linked to human rights violations involving Indigenous people who depend on those forests. Created in collaboration with the Rainforest Action Network (RAN), a global environmental organization that works to protect endangered forests and wildlife, the policy supports the ethical sourcing of wood-based fibers.
“Guess has developed a responsible sourcing policy to track rayon and other similar fabrics to ensure that the materials we use do not come from any currently endangered forests,” Guess CEO Victor Herrero said. “At Guess, we understand the urgency of such environmental issues and that this is simply the right thing to do. Through this policy and other initiatives in the Guess Sustainability Plan, we continue to take action to create positive impact for our world and our brand.”
To ensure the fibers are ethicallly sourced, Guess said it will systematically track the use of its fabric materials and the origins of its wood-based fibers.
The company will work with its supply chain partners to eliminate using any cellulosic fabrics from current endangered forest areas, including the Canadian and Russian Boreal Forests and Coastal Temperate Forests, and viscose yarn linked to indigenous communities that live in these habitats, in addition to educating suppliers on more ethical and sustainable sourcing practices. Guess said it will communicate the policy with relevant stakeholders and document progress in its biannual sustainability reports.
Guess joins other apparel companies that have adopted policies for responsible material sourcing, including Abercrombie & Fitch, L Brands and Ralph Lauren. RAN developed the Out of Fashion campaign that calls on industry brands to develop better purchasing policies, research their supply chains and eliminate the use of controversial sources in their garments.
With the Out of Fashion campaign, consumers can also write to brands and encourage them to take on more responsible sourcing practices that foster a circular economy.