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Lifestyle brand Guess initiates denim recycling program
19
Aug '16
Denim lifestyle brand Guess has partnered with Cotton Inc's 'Blue Jeans Go Green' program with the launch of a 'Fall Denim Recycling' campaign taking place in over 160 Guess stores in the US and Canada.

Cotton Inc's 'Blue Jeans Go Green denim recycling program has been giving recycled denim new life by converting it to UltraTouch Denim Insulation.

The denim jeans brand will mount a digital and online marketing campaign and also in its stores, which will encourage its customers to recycle their denim at any local Guess store.

Denim collected through the 'Blue Jeans Go Green' program is recycled into UltraTouch Denim Insulation by Bonded Logic, a portion of which is distributed to agencies to help communities in need.

Since the launch of the 'Blue Jeans Go Green' program, the program has diverted over 600 tons of denim from landfills and collected over one million pieces of denim to date.

CEO at Guess Victor Herrero said, "Guess Fall Denim Recycling program will provide our customers and the community with the resources to make a positive change.”

“By understanding and prioritising our social and environmental impacts, we will create a stronger brand that will continue to be a worldwide leader, shaping the fashion industry," he added. (AR)

Fibre2Fashion News Desk – India

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