Guess launched a recycling program through a partnership with textile waste management platform SuperCircle, according to a press release last week.
Through the program, called Guess Again, customers can request a shipping label online and send in worn clothing from any brand. SuperCircle manages the tech, collection, sorting, processing and disassembly of the items. In exchange for their items, customers can receive Guess credit toward future brand purchases.
The online program, which launched Oct. 10, is in addition to the fashion brand’s existing in-store recycling program with Homeboy Threads. Through that program, customers also receive Guess credit toward future purchases after dropping off clothing of any brand for recycling. Homeboy Threads sorts and processes the items for repair, resale, upcycling or recycling.
SuperCircle has previously partnered with brands including J. Crew, Uniqlo and Reformation to offer customers front-end solutions to trade in textiles. It also collects fabric scraps, excess inventory, damages and unsaleable returns from brands.
Guess is positioning the SuperCircle program as a step toward its “Action Guess” sustainability plan to create a circular business model, Guess CEO Carlos Alberini said in the release.
“Our partnership with SuperCircle creates a new pathway for us to reduce our carbon footprint and offers a solution for apparel and textile waste,” Alberini said.
Guess previously committed to increase its repair, resale and upcycling initiatives by 2025, the company said in its 2022-2023 ESG report. The partnerships with SuperCircle and Homeboy Threads mark a step toward that goal.
