As marine and land pollution continue to be a pressing issue, it’s no longer enough for brands to switch to eco-friendly packaging. The products themselves need to be more sustainable – even when it comes to clothing. To help address such concerns, GUESS is continuously growing its Smart GUESS Collection – an assortment of men and women’s apparel made with environmentally conscious materials. It currently represents approximately 25% of the brand’s overall seasonal selection but it will continue to grow to keep GUESS On track to meet its 2021 sustainability goal.
To further strengthen this resolve to help Mother Earth, GUESS also partnered with The Plastic Flamingo – an organization that aims to combat marine waste and pollution, by donating part of the sales of their 2021 Smart Guess Collection from April 22-30, 2021. The collection will be available both in-store and online for those who are interested to help out while staying in style.
What’s in the Smart GUESS Collection?
The Smart GUESS collection includes a wide assortment of styles, including a variety of tops, shorts, shorts, sweatshirts, made with LENZING™ ECOVEROTM Viscose materials. LENZING™ ECOVERO™ Viscose is made from certified, sustainably managed forests providing traceability and transparency through fiber identification.
Since fiber and fabric production accounts for over half of fashion’s impact, GUESS has used this as a starting point to improve its environmental impact by rapidly transforming its materials selection to include more sustainable alternatives. In addition to the use of LENZING™ ECOVERO™ Viscose, other materials used in the collection include organic cotton, which is grown with less chemicals and pesticides, as well as recycled polyester, which helps reduce waste by transforming recycled water bottles into performance fabrics. TENCELTM Lyocell and Modal fiber is also used, produced with environmentally responsible production processes and derived from sustainably managed forests that are FSC and PEFC Certified.
The Smart GUESS collection also includes a wide assortment of trend-focused styles for women, including a neutral linen blazer, recycled polyester blouses and dresses, as well as a variety of TENCELTM Lyocell denim styles. The men’s collection includes a variety of LENZING™ ECOVEROTM Viscose in the form of short-sleeve button down tops, organic cotton graphic tees and hooded sweatshirts, as well as TENCELTM Lyocell denim fits.
Smart GUESS Goal
GUESS is currently driving towards its ambitious sustainability vision for 2030 which includes Science Based Targets for Greenhouse gas emissions, removing virgin synthetics from its products and packaging, and circular products and business models. To learn more about GUESS sustainability or to shop the Smart GUESS collection, visit https://www.guess.com.ph/catalog/browse/collections/all-collections/guess-eco.
Although 2030 seems very far at the moment, it’s never too late or too early to start switching to a more sustainable lifestyle. Brands cannot change their ways in a snap due to production issues and available technology but as consumers, we can be more mindful of brands we support, how we dispose our trash at home, and shifting to more eco-friendly practices. If you need tips on how to start, you can also join the Buhay Zero-Waste Facebook group, too!