Fashion retailer Guess Inc., has collaborated with Italy based fabric manufacturer,Candiani Denim in order to develop a new capsule collection for men and women, with sustainable materials and manufacturing processes.
The main highlight of the 12-piece Guess Eco line is the “water-saving” denim. Apart from this, it also has a range of jeans, trucker jackets, 100 per cent organic cotton logo and graphic T-shirts and a 100 per cent organic cotton bodysuit for women. For men, the collection includes slim tapered denim jeans in a medium and light wash with a selection of 100 per cent organic cotton logo and button-down shirts.
The denim in the Guess Eco collection is produced with advanced technology that uses on an average about 30 per cent less water per garment and reduces chemical use throughout the production.
Guess describes that the collection is made by one of the world’s greenest denim mills and the fabric is created by using a pre-reduced indigo dye that cuts the chemical use and lowers overall environmental impact throughout the manufacturing process. Reusable stones, used to distress the denim reduces the waste created during production while pocket lining made with 30 per cent recycled content cut down the waste as well as diverts plastic bottles from landfill.
“With our first global Guess Eco collection and larger sustainability programme, we make a promise to a better future through innovation. By offering high-quality product designed with the environment in mind, we want our customer to know that Guess understands the world’s environmental challenges and is working to evolve our practices and products.” – Carlos Alberini, CEO, Guess
He added that, “Guess’s customers, employees as well as families can be very confident that whenever they wear Guess clothing, they should feel good knowing that the brand cares for our world for generations to come.”
It is worth mentioning that Guess is prioritizing water in its sustainability initiatives after learning that one pair of denim jeans consume more than 700 gallons of water throughout its life. As a result, Guess is addressing water use throughout the lifecycle of denim from cotton sourcing to denim production and customer care.
While Guess Eco line primarily focuses on water-saving in denim manufacturing, the retailer is working towards increasing the sourcing of more sustainable cotton and has recently updated it denim product care guide for the customers.
