American fashion brand Guess? has launched GUESS Again, a customer recycling programme in partnership with SuperCircle, the textile recycling platform powering consumer trade-in for leading brands and retailers investing in a circular future.
The initiative builds on the brand’s existing in-store customer recycling programme in partnership with Homeboy Threads, a certified social enterprise offering reuse and recycling services for apparel and textiles. Customers can bring five or more items of clothing from any brand to Guess? stores in the US and Canada in exchange for a discount on their next full-priced purchase. The clothing is sorted for repair, resale, upcycling, or recycling.
Starting October 10th, US customers can also ship worn items via a label requested from the Guess? website. SuperCircle manages the collection and recycling process, working with Homeboy Threads and other recycling partners. In return, customers receive Guess? credit for future purchases.
“Our partnership with SuperCircle represents another strong step toward our ACTION GUESS commitment to develop more circular business models. 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,” says Carlos Alberini, Chief Executive Officer of GUESS?, Inc.