GUESS has successfully launched 50% Eco with the goal of getting to 100% sustainable and Eco by 2025. There are two types of Eco which people talk about. One is BCI which can be seen in quite a few local South African retailers. The other is True Organic, which is what GUESS uses. Although it comes at a premium, sustainable yarns, ethical labor force, renewable energy sources are the way forward in order to work towards reaching the global initiatives around sustainable fashion.
There are three processes that the GUESS denims have to go through to be considered ECO.
- Three Eco Production
- At least One Eco wash method
- They need to contain a fabrication which is at least 25% Eco contribution
The Eco wash method that Guess uses is the Ozone and Eflow technologies. This method uses a reduced amount of water during the denim-wash process and contributes to the 50% reduction of water used throughout the supply chain of GUESS’s denim production.
The UN found that 7500L is what’s used for 1 pair of denims.
GUESS denims are produced in sustainably certified factories in Mauritious. They make use of the Ozone and Eflow technologies as well as non-toxic or hazardous dyes. On fabrication is eco lensing, tensil liasels and organic cottons, linnens and hems which are all natural fibres. Another global fashion standard GUESS aligns with is the use of recycled polyster.
Over and above the mentioned move in the Eco and sustainability direction, globally, the goal is for all GUESS packaging and hang tags to be 100% recyclable by 2025.
One may ask just how going ECO affects the classic and signature GUESS fit. A valid question indeed because yes, these are quite hard fabrications in the process. The pieces go through specialised treatments to help the pieces get softer and not lose that GUESS fit. The four way stretch allows your denim to hug and stretch with your body as you move.
In terms of fair trade, GUESS doesn’t use fur and has introduced sustainable leather in some of the handbags. When it comes to synthetic handbags, recyclables in rubber and PU have been the direction. Over and above, audits are also conducted every three months without warning to ensure no child labor and that the working conditions of labor are met to the union standards.
Outside of their denims, GUESS has a great market for their handbags. In South Africa alone, nearly 1000 handbags are sold per day. And as we all know, handbags have a very fast turn around due to trends. Most of the GUESS handbags are 100% PU, but as previously mentioned they are now launching into 100% recycled PU. These bags will carry a larger price tag of course because there is more labor involved.
You can shop the GUESS Eco range on www.guess.co.za
You can also visit GUESS’ new flagship concept store at Sandton City Mall