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This fall, GUESS, an international apparel brand, launched “GUESS Eco” - a fashion collection for men and women made with environmentally conscious materials and manufacturing processes. The collection is a testament to the brand’s sustainability goal of developing 25% of its denim and sourcing 20% of its materials by 2021, based on GUESS’s eco guidelines.
Utilizing water-saving techniques and environmentally friendly practices, all GUESS Eco denim this season, as well as select non-denim styles, will feature TENCEL™ branded lyocell fibers in their fabric. TENCEL™ branded fibers are derived from sustainable wood sources harvested from responsibly managed forests.
The GUESS Eco collection first started in Europe in 2016 and is now offered globally every season. To celebrate this milestone, a luncheon was hosted in the US to kick-off the global launch, during which the collection was unveiled to US influencers and media. Participants also engaged in fruitful discussions about developments in the apparel industry and how to better safeguard the planet.
The GUESS Eco collection offers an array of products such as denim jeans, knitted tops and dresses. For example, GUESS’s Eco Luxe denim, available in six different styles and washes, features TENCEL™ Lyocell fibers with REFIBRA™ technology. The collection also includes graphic t-shirts and tanks made with 100% organic cotton, as well as knitted tops and dresses made with TENCEL™ Modal fibers.
Tricia Carey, Director of Global Business Development for Lenzing, said, “The evolution of the GUESS Eco denim to include TENCEL™ Lyocell fibers with REFIBRA™ technology brings circularity to denim by utilizing cotton scraps without compromising quality or aesthetics. With the technology in fiber developments, GUESS is on a path to reduce its environmental footprint. We are pleased to partner with GUESS as they raise consumer awareness with educational messages across digital and retail platforms.”
For TENCEL™, collaborating with GUESS was an important partnership that allowed us to support their strategic goals of lowering their environmental impact, without compromising on both style and quality. GUESS’s design and sustainability teams, who worked with the TENCEL™ team on this collaboration, were inquisitive, eager to learn and even created an internal educational platform. This showcased our capabilities and commitment to finding new ways to foster the industry’s sustainability development. Moving forward, TENCEL™ is keen to collaborate and work even more closely with industry stakeholders to find ways to revolutionize the global textile industry.
Photo Credit: GUESS