At virtual event for Earth Day 2021, Jaclyn Allen, Director-Corporate Sustainability, Guess had said, in its second sustainability plan, the company plans to set more ambitious targets aligned with the Science Based Targets Initiative. As per Sourcing Journal, some of the targets set by Guess include reducing greenhouse gas emissions by half in the next decade, and expanding its Eco Smart line to make up 75 per cent of denim business in the next few years. The brand also plans to eliminate virgin synthetic materials and increase the amount of recycled materials in its lines by the end of the decade.
The first phase of the Guess Eco Smart collection centered on garments made with organic, recycled or responsibly sourced fibers, It’s next edition will involve the use of sustainable dyes and design, said Allen. Guess also plans to release its first line of jeans designed following Ellen MacArthur’s Jeans Redesign guidelines for circular denim. The collection will launch in Europe during the summer and in the US this fall.
According to Allen, the company’s new sustainability plan signifies its transition from understanding the concept of sustainability to making it a part of the company’s everyday activities.
Launched in 2017, Guess’s first sustainability plan had set goals such as reducing greenhouse gas emissions by 15 percent and having 20 percent of its global materials portfolio in Europe, Asia, the US and Canada be considered environmentally sustainable or environmentally preferred. Guess also set a goal to have 25 percent of its denim meet Guess Eco guidelines, which has gone on to become the framework for the Guess Eco Smart collection.