Guess launches online clothing recycling program
Guess, Inc. is expanding its apparel recycling efforts with a new e-commerce initiative.
The apparel brand is launching Guess Again, a partnership with textile recycling platform SuperCircle, which builds on a previous in-store partnership with Homeboy Threads.
U.S. customers can now request a shipping label through the Guess website and send in worn apparel from any brand. SuperCircle manages the tech interface, collection, sortation, processing, and disassembly of clothing items at facilities around the country, including in partnership with Homeboy Threads. It then gets the items to fiber-specific textile recycling partners. In exchange for responsibly recycling old clothes, customers immediately receive Guess credit for future purchases.
“Our partnership with SuperCircle represents another strong step toward our Action Guess commitment to develop a more circular business model,” said Carlos Alberini, CEO of Guess, Inc. “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.”
Guess Again complements the brand’s in-store customer recycling program in partnership with Homeboy Threads, which offers reuse and recycling services for apparel and textiles. The program launched in 2022, and allows customers to bring in five or more articles of clothing of any brand to any Guess store across the U.S. and Canada and receive a discount on their next full-priced qualifying purchase. Items are then sent to Homeboy Threads to be sorted and processed for repair and resale, upcycling and recycling.
“SuperCircle is proud to partner with Guess on its journey to achieving true textile circularity,” said Chloe Marie Songer, CEO and co-founder of SuperCircle. “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. 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.”
[READ MORE: Done Deal: Guess completes acquisition of Rag & Bone]
As of Aug. 3, 2024, Guess, Inc. directly operated 1,054 retail stores in Europe, the Americas and Asia.
