In pics: GUESS gives new sustainable tech a go

The fashion brand GUESS has used sustainable technology to launch an innovative new range of environment-friendly textiles as part of its GUESS ECO 2023 fall-winter collection.

The garments use new technology to help reduce the amount of water needed and have a more minimal impact on the environment and include the use of advanced dying processes to help reduce water consumption during production.

They all use at least 20% more sustainable materials.

The new technologies available in the collection include Warm Touch denim, which is made to Jeanologia Environmental Impact Measurement Standards, a platform that assesses garment efficiency on their energy consumption and use of harmful chemicals.


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The brand has also created a Cashmere Edition range of cardigans which is produced using certified and traceable recycled materials and is produced in both dark and light washes.

In addition, the brand has introduced Stretch Selvedge, which is an upgraded take on a timeless denim favourite and Tech Stretch – a denim pant made from smart fibre technology.

The brand also launched its most recent sustainability report last week, its commitments include:

  • Working to reduce Scope 3 emissions by 2030 by 30%
  • Increasing partnerships to drive upcycling by 2025
  • Maintaining gender pay parity
  • Aligning with SDG Clean Water and Sanitation guidelines

“At GUESS, we continue to evolve the way we do business. We are international and thoughtful about the actions we take to enhance our operations and policies and deliver ongoing benefits for our stakeholders,” wrote CEO Carlos Alberini in the report’s introduction.

“It’s both an honour and a privilege to be a part of a company that wholeheartedly embraces its role in being a part of the solution. I know there are many significant and exciting developments to come on our sustainability journey, and we look forward to the path ahead for GUESS.”


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