Launch of Recycling Program by Guess, in collaboration with SuperCircle
The fashion company Guess has taken a significant step towards sustainability with the launch of its new recycling program, "Guess Again." The program, which officially began in 2021, is a collaboration with textile waste management platform SuperCircle.
Through this partnership, customers can now participate in the recycling of their worn clothing. They can request a shipping label online to send in items from any brand, or they can drop off clothing at Guess stores, where the in-store recycling program with Homeboy Threads is already in place.
In both the online and in-store programs, customers are rewarded with Guess credit towards future brand purchases in exchange for their items. This incentive encourages customers to recycle their clothes, contributing to Guess's goal of increasing its repair, resale, and upcycling initiatives.
Homeboy Threads, a partner in the in-store program, sorts and processes the items for repair, resale, upcycling, or recycling. Meanwhile, SuperCircle manages the tech, collection, sorting, processing, and disassembly of items for the online program.
SuperCircle has previously partnered with brands such as J. Crew, Uniqlo, and Reformation, demonstrating its expertise in textile waste management. This partnership with Guess is a new pathway for the company to reduce its carbon footprint and move towards a more sustainable future.
Guess's commitment to sustainability is evident in its "Action Guess" sustainability plan, which aims to create a circular business model. The launch of the Guess Again program, along with the existing in-store program with Homeboy Threads, marks a significant step towards this goal.
Moreover, Guess aims to increase its repair, resale, and upcycling initiatives by 2025, as stated in its 2022-2023 ESG report. The partnership with SuperCircle is a crucial step towards achieving this objective.
In conclusion, the Guess Again program is a testament to the fashion giant's commitment to sustainability. By offering customers the opportunity to recycle their clothes and receive Guess credit in return, the program encourages a more circular fashion economy and contributes to Guess's goal of reducing its environmental impact. The online program, launched on October 10, is a new way for customers to participate in this initiative, complementing the existing in-store program.
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