
Fashion retailer Guess Inc has committed to trace the sources of regenerated cellulosic fibres, such as viscose and rayon, used in its own clothing lines.
The new policy on the sourcing and use of popular but controversial wood-based fabrics, including rayon, viscose and modal, has been created in collaboration with Rainforest Action Network (RAN), whose ‘Out of Fashion’ campaign aims to bring attention to the risks controversial wood-based fabrics pose to endangered forests and human rights in Indonesia and elsewhere.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The Los Angeles-based lifestyle brand will put in place comprehensive procedures to establish the origin of its suppliers’ fibres, which are designed to ensure it does not work with those sourcing from ancient or endangered forests, or linked to violation of the rights of indigenous peoples who depend on such forests.
“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,” said the retailer’s CEO Victor Herrero. “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.”
The retailer joins brands and retailers including Abercrombie & Fitch, Ralph Lauren, L Brands, H&M, Zara, Stella McCartney, Asos, and Levis Strauss & Co in adopting forest-friendly purchasing policies.
“Guess’ policy is an important step, and we applaud its efforts to limit the impact that it’s fabric purchases have on the world’s forests and on the people who depend on them,” says Brihannala Morgan, senior forest campaigner with RAN. “Guess’ policy is another critical step in an industry-wide shift to take responsibility for the on-the-ground impacts of rayon and viscose fabrics. We look forward to working with Guess, and others, to ensure that this policy is implemented, and that it creates real impacts on the ground.”

US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataRAN is now calling on other brands, including Michael Kors, Forever 21, Under Armour and Footlocker to also develop “robust” purchasing policies, research their supply chains, identify and eliminate controversial sources, and implement time-bound plans to ensure loss of forests and violations of human rights are not in their supply chains.