Fashion retailer Guess Inc has partnered with fabric producer Candiani Denim to develop a new capsule collection for men and women made with environmentally conscious materials and manufacturing processes.
The 12-piece Guess Eco line features “water-saving” denim and includes a range of denim jeans, a trucker jacket, 100% organic cotton logo and graphic T-shirts, and a 100% organic cotton logo bodysuit for women. For men, slim tapered denim jeans in a medium and light wash accompany a selection of 100% organic cotton logo and button-down shirts.
The denim offered in the Guess Eco collection is made with advanced technology that uses, on average, about 30% less water per garment and reduces chemical use throughout production.
Made by what Guess describes as “one of the world’s greenest denim mills,” the fabric is created by using a pre-reduced indigo dye that cuts chemical use and lowers overall environmental impact throughout the product manufacturing process. Using reusable stones to distress the denim reduces waste created during production, while pocket linings made with 30% recycled content further reduces waste and diverts plastic bottles from landfill.
“With our first global Guess Eco collection and larger sustainability programme, we make a promise to a better future through innovation. By offering high-quality product designed with the environment in mind, we want our customer to know that Guess understands the world’s environmental challenges and is working to evolve our practices and products. Our customers, our employees, and our families can be very confident that when they wear Guess clothing, they can feel good knowing that we are a global brand that cares for our world for generations to come,” says Guess CEO Carlos Alberini.
The collection is currently available in store and online in the US, Canada and internationally, with plans to make it an ongoing collection worldwide with a larger Guess Eco collection due to launch this autumn.
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Guess is prioritising water in its sustainability efforts after learning that one pair of denim jeans can use more than 700 gallons of water throughout its life, as calculated by the Guess denim water footprint published in its FY16-17 Sustainability Report. As a result, the retailer is trying to address water use throughout the lifecycle of denim – from cotton sourcing to denim production to customer care.
While Guess Eco focuses primarily on water-saving in denim production, the company is also working to increase sourcing of more sustainable cotton and has recently updated its denim product care guide for customers.