Guess x Supercircle
Los Angeles denim brand Guess launched “Guess Again,” a customer recycling program in collaboration with SuperCircle, a platform that supports textile recycling for leading brands and retailers.
According to Carlos Alberini, CEO of Guess Inc., the program offers a new way for the brand to lower its carbon footprint while addressing apparel and textile waste.
Through Guess Again, U.S. customers can request a shipping label via the Guess website to send in worn clothing from any brand. SuperCircle will manage the process, from collection to sorting, processing, and disassembly, partnering with textile recyclers to ensure garments are recycled by fiber type. In return for participating, customers will receive Guess credit for future purchases.
Chloe Marie Songer, CEO and co-founder of SuperCircle, expressed pride in partnering with Guess on its journey towards textile circularity. She highlighted the urgency of such programs, noting that 85% of textiles end up incinerated or in landfills, and 92 million tons of textile waste are produced each year. This initiative, she said, benefits both the brand and the environment.
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