As part of the program, Guess will give customers who bring in five or more items of unwanted clothing or shoes to any local Guess, Guess Factory, G by Guess, or Marciano store, a 15% discount on any new Guess item in-store or online. Using I:CO’s sorting, reuse and recycling system, donated items deemed unwearable will be converted into items like cleaning cloths or recycled into fibers for products such as insulation and new textiles. While this approach does repurpose materials, it’s worth noting that some environmentalists contest the usefulness of this recycling technique given that many synthetic fibers and textile blends are difficult to separate and unable to be reused. 

Nonetheless, the company will promote the new program in its 295 brick-and-mortar stores, as well as via its e-mail list, social media platforms, and online on its e-commerce websites.“Guess has joined a global industry pledge to promote a circular fashion system – the idea that fashion should last, and be continuously repurposed, reused and recycled,” said Victor Herrero, Guess CEO, in a release. “Partnering with I:CO helps us achieve our goals and work on these initiatives to adapt our company and engage our employees, customers, and community on developing a more sustainable fashion industry.”As an additional promotion, Guess released a video for the sustainability program on its YouTube page and website. In the video, representatives from businesses like a cotton farm, a meal delivery service, and a music recording studio explain the innovative ways that clothing and shoes can be re-used. The program is an extension of the denim brand’s sustainability plan released in the 2016/2017 fiscal year. Guess plans to expand Resourced globally by 2020.