GUESS goes greener with new line to commemorate World Water Day

GUESS goes greener with new line to commemorate World Water Day

March 29, 2019
Press Release: GUESS

American clothing brand and retailer GUESS has unveiled its ‘greenest’ fashion line yet, GUESS Eco – a 12-piece collection for men and women made with environmentally conscious materials and manufacturing processes

The new range features water-saving denim and has been launched in-store and online in the USA, Canada and internationally in recognition of World Water Day on 22 March.

The denim offered in the GUESS Eco collection is made with advanced technology that uses, on average, approximately 30% less water per garment and reduces chemical use throughout production.

Made by one of the world’s greenest denim mills, Candiani, GUESS Eco denim fabric is created by using a pre-reduced indigo dye that reduces chemical use and lowers overall environmental impact throughout the product manufacturing process. Using reusable stones to distress the denim reduces waste created during production, while pocket linings made with 30% recycled content further reduces waste and diverts plastic bottles from landfill.

“With our first global GUESS Eco collection and larger sustainability program, we make a promise to a better future through innovation,” said Carlos Alberini, CEO of GUESS?, Inc. “By offering high-quality product designed with the environment in mind, we want our customers to know that GUESS understands the world’s environmental challenges and is working to evolve our practices and products.”

Guess is prioritizing water in its sustainability efforts after learning that one pair of denim jeans can use more than 700 gallons of water throughout its life, as calculated by the GUESS denim water footprint published in its FY16-17 Sustainability Report.

You will hear from dozens of materials innovators with solutions to create highly sustainable fashion lines at Plastic Free World Conference & Expo 2019. The event will take place from Thursday 27 June to Friday 28 June, at the Kap Europa, Frankfurt Messe, Frankfurt, Germany. To register for this highly focused and solutions-driven event, please click here. For sponsorship and exhibition opportunities, please email

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