Apparel brand Guess launches ‘Guess Again’, an online clothing recycling initiative in collaboration with textile recycling platform SuperCircle.
The initiative offers to bridge the gap between brands, retailers and customers by providing a space for exchange of used clothing items and a platform that helps brands and retailers recycle textiles. The process chain includes the customers sending used garments of any brand to SuperCircle for recycling procedures and receive a shipping label through the Guess website in lieu of it.
With the exchange of garments from any brand for recycling purposes, the customers receive a Guess credit amount/score for their future Guess purchases.
Guess CEO Carlos Alberini also said, “Our partnership with SuperCircle represents another strong step toward our Action Guess commitment to develop more circular business models.”
While chief executive and co-founder of SuperCircle Chloe Marie Songer said, “In its quest for true textile circularity, SuperCircle is honoured to collaborate with Guess. With 92 million tonnes of textile waste produced annually and 85 per cent of textiles ending up in landfills or burned, there has never been a greater demand for easily accessible, worthwhile textile recycling programmes.”
She also said that the company is thrilled to bring seamless, incentivised textile recycling to climate-conscious Guess fans everywhere and thus it is a win-win-win for the brand, the consumer, and the planet.
The brand also has an in-store customer recycling program policy specifically in the US and Canada in collaboration with Homeboy Threads. Homeboy Threads is another such enterprise that offers services related to apparel and textile reuse and recycling.
