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Guess joins hands with I:Collect
23
Jun '18
Courtesy: Guess
Courtesy: Guess
Guess has joined hands with I:Collect, a global solutions provider and innovator for the collection, certified sorting, reuse and recycling of used apparel and footwear, to introduce a wardrobe recycling programme. The programme, Resourced, launched in California on June 18, 2018, will expand to all North America by the end of 2018 and globally by 2020.

Backed by the company’s chain-wide in-store, digital and online marketing campaign, it is Guess’ mission to encourage men and women everywhere to recycle their wardrobe and give it new life. In exchange for bringing in a minimum of five pieces of clothing or footwear to any local Guess, Factory, G by Guess, or Marciano store in California, customers will receive 15 per cent off any purchase in-store or online until July 1, 2019. The company will promote Resourced amongst customers and the community within 63 stores in California across four brands under the Guess? umbrella with messaging in store-front windows, e-mail marketing, in-store signage, mobile marketing and on shop. Guess.com and www. Guess.com/Resourced.

Guess has partnered with I:CO to reduce textile waste and help create a circular fashion system where unwanted clothing and shoes can be reprocessed and used over and over again in a continuous closed loop production cycle. Through I:CO’s innovative retail take-back system and worldwide infrastructure, wearable items get a new life as secondhand goods. Unwearable items are resourced into new products like cleaning cloths or recycled into fibres for products such as insulation and new textiles. Reusing and recycling saves resources and allows valuable raw materials to be reprocessed, ultimately helping to protect the environment.

“We admire Guess’ sustainability efforts and its commitment to textile recycling,” says Kenneth Cheah, I:CO USA chief executive officer. “Through our partnership, consumers will have an easy way to recycle their unwanted clothing and shoes and it will generate much needed awareness about creating a more circular future of fashion.”

“Guess has joined a global industry pledge to advance a circular fashion system – the idea that fashion should last, and be continuously repurposed, reused and recycled,” says Victor Herrero, chief executive officer of Guess?. “Partnering with I:CO helps us achieve our goals and work on these initiatives to adapt our company and engage our employees, customers, and community on developing a more sustainable fashion industry.”

Guess’ commitment to circular fashion is part of the Guess Sustainability Plan that was disclosed in its independently audited FY16-17 sustainability report published last year. (SV)

Fibre2Fashion News Desk – India


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