Guess has partnered with SuperCircle to launch Guess Again, a new recycling initiative aimed at promoting sustainability through textile circularity. This program encourages customers to trade in old clothing—of any brand—for recycling. In exchange, participants receive Guess credit for future purchases.
Starting this October, customers can drop off clothes at Guess stores in the U.S. and Canada or use a shipping label from the Guess website. Items are sorted and processed through partnerships with organizations like Homeboy Threads and fiber-specific recyclers, ensuring sustainable reuse, upcycling, and recycling solutions.
This initiative aligns with Guess’s broader sustainability efforts as part of its Action Guess campaign, working toward a reduced carbon footprint and waste management through innovative circular business models.
“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.”
Guess previously committed to increase its repair, resale and upcycling initiatives by 2025. The partnerships with SuperCircle and Homeboy Threads mark a step toward that goal.
