11th Jan

GUESS sustainability pledge

2021 saw a rise in customers shifting their buying habits and prioritising sustainability in fashion, as the climate crisis became more of a global priority.  

These shopping habits will continue into 2022 and beyond, thus the importance for retailers to adapt to their client’s needs by offering sustainable fashion options. At Love Brands, we are passionate about the development of a sustainable fashion industry and champion any suppliers and retailers that are working towards a more equal, ecologically friendly and sustainable future.  

Guess are driving this, see below just a few of the initiatives in place for Guess at the end of 2021-

  • 70% of GUESS denim is now sustainable 
  • 33% of the board of directors at Guess are female
  • Guess joined over 600 businesses in signing an open letter to G20 leaders attending COP26. This letter called for leaders to fulfil their obligations outlined in The Paris Agreement, a global treaty focused on reversing the effects of climate change.
  • Their #SmartGuess line incorporates a variety of methods to improve sustainability in the production process, such as INDIGO flow, using Repreve fabric or organic cotton, with a message that we can always do better.

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In October 2021, GUESS teamed up with a wonderful UK based charity, Ocean Generation, to promote the awareness of their GUESS ECO line and highlight the importance of environmental change and ocean sustainability. Influencers and press were invited to a GUESS X Ocean Generation Beach clean-up event in Camber Sands hosted by the charities inspirational founder, Jo Ruxton.




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Throughout the duration of the trip, it was ensured that there were activities woven into the schedule for all of the guests to participant in. Once guests had been transported from their homes in private electric chauffeur cars, they made their way to a welcome lunch, where the guests enjoyed an inspiring and educational talk from the founder, Jo Ruxton, of GUESS’ charity partner Ocean Generation. After lunch, the guests made their way down to Camber Sands beach, where they participated in the beach clean up.  

During this there was also a live Q&A opportunity with Jaclyn Allen, the Director of Sustainability of GUESS USA, who informed the guests about the GUESS Eco collection, along with some more context on GUESS’ next steps towards sustainability. The following morning, guests enjoyed a mindful yoga session, where they all got to wear their GUESS Eco activewear collection.  

This was part of the GUESS Advocacy documentary series – Watch more episodes on their YouTube channel.

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