This Fall 2020, GUESS continues to grow its SMART GUESS collection, an assortment of men’s and women’s apparel made with environmentally conscious materials and manufacturing processes. Representing over 30% of the assortment, this collection demonstrates GUESS’s strong commitment to become an environmentally responsible leader in the fashion industry.
Paul Marciano
(Chief Creative Officer and Co-Founder, Guess?, Inc.)
“The success of GUESS can be attributed to staying authentic to who we are. GUESS started as a denim company, and as we approach our 40th anniversary next year, we are focusing on returning to our roots in denim to honor our history, and to grow in new, exciting, more sustainable ways. Sustainability is a catalyst for creativity, helping us to rethink the way we design our products. Our sustainability goals have challenged us to innovate, evolve, and adapt. As we focus on what we do best, we know the future means doing more with less—less water, less waste, and less carbon—and meeting the aspirations of new generations.”
THE SMART COLLECTION
The collection proves once again that sustainability looks good and is here to stay. Innovative dye techniques used for SMART GUESS denim include Dry Indigo, a foam-dye process with zero water usage, and Indigo Flow™, which reduces water use by 70%. Ultra-modern fabrics like REPREVE® transform recycled bottles into a fiber, while organic and recycled cotton is used alongside EcoMade Lycra T400 to create on-trend denimwear.
These groundbreaking endeavors are all part of the GUESS Sustainability Plan. It includes the brand’s holistic approach to operate with integrity, empower people, and protect the environment.
Adopting water-saving denim technology, managing environmental impact within the supply chain, and promoting circular fashion are just some of the facets of this plan. Besides, it also seeks to reduce emissions and harness science to achieve a greener, more sustainable future. The SMART GUESS eco collection is a result of these actions, to become more sustainable throughout the brand.
Carlos Alberini (Chief Executive Officer and Director, Guess?, Inc.):
“The fashion industry has an impact on the environment and at GUESS, we feel an enormous responsibility to change our practices to protect this beautiful world for the generations that will inherit it. Sustainability has become a common goal we are all moving towards, and it has been exciting to see our people’s commitment and their relentless dedication towards achieving this goal. It adds even more meaning, and more love for our brand, every day we are at work. I am very proud to see how our associates are using this incredible business as a force to make this world a better place.”
SMART GUESS WOMEN
For women, SMART GUESS means everything from fashion basics such as organic cotton logo t-shirts, to heavy-jersey tops with kimono sleeves and fitted high waists. Innovative fluid wood-based fiber is used to create sexy body tops. Furthermore, it’s used for high-neck tops with puff sleeves. They create an irresistibly demure style. The cool cropped hoodies in soft-tech scuba makes an entrance in blue and light mélange grey. The chic blazers and open-back or floaty floral dresses are ideal for smarter occasions.
SMART GUESS MEN
For the GUESS man, sustainability means style with classic tees in an extensive array of logos, cuts, and tones from pink to acid green. From tees with pocket detailing in yellow and green to smart-casual polos in long and short-sleeve variants, there is something to enhance every look.
It’s all about logos with the hoodie fleece. Whereas more formal occasions can rely on the crisp shirt in Varadero stretch voile or poplin stretch. Besides, the classic deep blue is a true eye-catcher. For colder days look no further than the jacket in versatile muted shades. Furthermore, the puffa jacket in Cordura mixed tech is the perfect all-winter option for keeping warm.
WARM TOUCH DENIM
Harnessing the technology of Indigo Flow, a sustainable dyeing technique that uses up to 70% less water and significantly less energy than traditional denim dyeing processes. Sustainably-minded denim makes an entrance. Add to that equation feminine cuts, superior appeal, and enhanced comfort, thanks to a luxurious cashmere-feel, inside and out.
Figure-hugging styles in washes such as Blue Beast and Black Warm exude ultra-sexy style with signature Guess detailing. As usual, they are designed to flatter every curve. Cropped ankles and turn-up cuffs complete the on-trend look.
For men, it’s all about the relaxed denim washes. Moreover, double denim looks with casual fit jeans paired with faded denim-finish puffers complete the styles.
Last but not least, the timeless fleece-lined denim jacket complements the SMART GUESS collection. Fitted cuts meet laidback detailing for effortless GUESS appeal.
OFF WATER DENIM
Made of pre-consumer recycled cotton and innovative dye processing that eliminates the need for water, sustainable denim never looked so good. For women, versatile mid and dark-blue washes complement sexy boot-cut, straight-cut and fitted silhouettes. Additionally, the high and mid-waist cuts promise flattering finishes.
Premium materials result in day-to-eveningwear looks. They are perfect for the SMART GUESS woman on the go. For men, washed-out light hues with worn detailing and ripped knees create the ideal urban look. Fitted and relaxed cuts are complemented by the denim shirt. In addition, the classic dark blue sweater is perfect for the SMART GUESS man’s modern casual style.
REBORN DENIM
Born from pre-loved denim that is carefully processed to create minimal-waste. The result is style reborn with sustainability. For women, sexy curves are enhanced with worn denim detailing and a trendy light wash or exposed buttons. The cropped ankles complete them perfectly.
For a fashionable twist, the super-high wide-leg silhouette is finished in a faded Bayswater wash. Furthermore, for men, ultra dark-blue hues work with relaxed fits for a versatile smart-casual style. The classic denim details complete the look. Lighter faded washes pair with worn style for a laidback look. It’s topped with the unbeatable T-shirt and denim shirt combo. So, you will appear in the ideal SMART GUESS man look.
Pictures: GUESS? 2020
