GUESS?, an American clothing company, has recently announced a strategic partnership with SuperCircle, a textile recycling platform. This collaboration introduces the "Guess Again" program, an innovative e-commerce recycling initiative to promote sustainability within the fashion industry.
“Our partnership with SuperCircle represents another strong step toward our ACTION GUESS commitment to develop more circular business models. GUESS Again, our partnership with SuperCircle creates a new pathway for us to reduce our carbon footprint and offers a solution for apparel and textile waste,” says Carlos Alberini, Chief Executive Officer of GUESS?, Inc.
The Guess Again program allows customers to trade in worn clothing from any brand by requesting a shipping label online. SuperCircle manages the logistics, including collection, sorting, processing, and disassembling of these items. This process ensures that textiles are directed towards repair, resale, upcycling, or recycling, thereby reducing waste.
“SuperCircle is proud to partner with GUESS on its journey to achieving true textile circularity. With 85% of textiles ending up incinerated or in landfills and 92 million tons of textile waste generated each year, accessible, value-creating textile recycling programs have never been more needed,” says Chloe Marie Songer, CEO and Co-founder of SuperCircle. “We’re thrilled to bring seamless, incentivized textile recycling to climate-conscious GUESS fans everywhere in a program that is a win-win-win for the brand, the consumer, and our planet.”
The partnership with SuperCircle represents a significant step towards achieving textile circularity. With 85% of textiles currently ending up in landfills or incinerated, programs like Guess Again are crucial in addressing this environmental challenge.
The Guess Again program exemplifies how fashion brands can integrate sustainability into their business models. By facilitating easy recycling options and rewarding consumer participation. As GUESS continues its path toward circularity, GUESS Again paves the way for more sustainable products and business models for the brand. To learn more, visit guess.com/sustainability.
