GUESS?, Inc. Launches GUESS Again Program
GUESS?, Inc. has introduced a pioneering recycling initiative called GUESS Again, in collaboration with SuperCircle, a prominent textile recycling platform. This program allows customers to trade in their old clothing and participate in sustainable practices, helping to reduce textile waste while supporting a circular economy.
Partnering for a Sustainable Future
The GUESS Again program builds upon the company's existing in-store recycling efforts with Homeboy Threads, a certified social enterprise known for its effective reuse and recycling services. Customers are encouraged to bring in five or more articles of clothing from any brand to GUESS stores throughout the United States and Canada. In return, they receive discounts on their next full-priced qualifying purchase.
How the Program Works
Once customers return their clothing, these items are sent to Homeboy Threads for sorting and processing. The items may be repaired and resold, upcycled, or recycled, promoting an eco-friendly approach to fashion. Starting soon, customers can also send worn clothing directly to GUESS by requesting a shipping label via the GUESS website. This simple process makes it easier for consumers to participate in sustainable practices.
Technology and Efficiency
SuperCircle plays a vital role in managing the technical aspects of this recycling initiative. Their expertise covers collection, sortation, processing, and disassembly of clothing items across various facilities. By working closely with Homeboy Threads, SuperCircle ensures that items are efficiently redirected to top-tier, fiber-specific textile recycling partners.
A Commitment to Environmental Responsibility
“Our collaboration with SuperCircle illustrates our ongoing dedication to sustainability and circular business practices,” says Carlos Alberini, the Chief Executive Officer of GUESS?, Inc. He emphasizes that the GUESS Again program contributes to their ACTION GUESS commitment, aimed at minimizing their carbon footprint and addressing textile waste.
The Impact of Textile Waste
The urgency of effective recycling solutions is underscored by statistics that reveal a staggering 85% of textiles end up in incinerators or landfills. With 92 million tons of textile waste produced each year, the need for accessible and effective recycling programs has never been more critical.
Consumer Engagement and Benefits
Chloe Marie Songer, CEO and Co-founder of SuperCircle, highlights the importance of engaging consumers in concrete sustainability efforts. “This program is a win-win-win for the brand, the consumer, and our planet,” she states, reflecting the positive impact that accessible recycling can have on both consumer behavior and environmental sustainability.
Strengthening Sustainable Practices
GUESS Again is not just a recycling program; it marks an important step towards with sustainable product development and business models within the fashion industry. With GUESS continuing its journey towards circularity, programs like GUESS Again open new avenues for reducing environmental impact while fostering a culture of sustainability among consumers.
About GUESS?, Inc.
GUESS?, Inc. is a well-known name in contemporary apparel and lifestyle products, including denim, handbags, and accessories. The company's expansive distribution network includes branded stores and partnerships with key retailers worldwide. With a strategic acquisition of rag & bone, GUESS is poised for further growth in the fashion landscape.
About SuperCircle
SuperCircle stands at the forefront of textile waste management, capturing and recycling clothing, footwear, and accessories to ensure they have a second life. By employing innovative technology and strategies, SuperCircle has set high standards for the textile recycling industry, partnering with leading brands to facilitate sustainable practices and solutions.
Frequently Asked Questions
What is the GUESS Again program?
The GUESS Again program allows customers to recycle their old clothing through GUESS stores or by mailing items, in partnership with SuperCircle.
How does recycling benefit consumers?
Consumers receive credits for future purchases when they responsibly recycle their clothing, creating a financial incentive while contributing to sustainability.
What happens to the clothing submitted for recycling?
Submitted clothing is sorted and may be repaired, reused, or processed for recycling, minimizing waste.
Who is partnering with GUESS for this initiative?
GUESS is partnering with SuperCircle, a leading textile recycling platform, to manage the recycling initiative.
What is the importance of textile recycling?
Textile recycling is crucial to reducing waste and finding sustainable solutions for the millions of tons of clothing discarded each year.
