LOS ANGELES — Guess Inc. will take its first step into the organic world by launching a capsule collection of eco-friendly denim and tops in April.
Guess Green, as the program will be called, includes a boot-cut jeans style for women and men, a T-shirt for men and a tank top for women. All items are made with organic cotton — a first for the Los Angeles-based company — though the women's jeans also include Lycra spandex to provide a slight stretch.
The dark look of the jeans is attributable to a basic rinse and softener that minimizes the use of chemicals in the treatments. The women's top is printed with a hand-drawn sketch of the earth encased in a peace sign. The men's top exhorts people to "live consciously." The Guess Green logo is printed on a bottom corner of the tops and green stitching underscores the eco-focused branding on the jeans.
Retail prices are $178 for jeans, $39 for the men's T and $29 for the women's top. The limited program will be sold at 79 of Guess' top-branded stores in the U.S. and Canada, and on its Web site. Ten percent of the proceeds will be donated to the Environmental Media Association, a Los Angeles-based nonprofit organization that collaborates with celebrities such as Gwyneth Paltrow and Cameron Diaz to promote awareness about the environment.
Guess is joining a growing circle of companies that are using "green" techniques to manufacture blue jeans. In addition to Loomstate, Edun and Del Forte, which base their designs on a mandate espousing sustainability, James Cured by Seun and Freedom of Choice have begun offering dungarees made with organic cotton and simpler washes.
Guess could give another boost to the trend for sustainability in fashion with its brand recognition, appeal to young customers and scale — in the nine months ended Nov. 3, the company posted net income of $131.3 million on sales of $1.17 billion.
Although Guess does not claim to be a "green" business, the company said it is slowly making changes to be more aware and set examples for other firms to follow. Last July, Guess announced plans to stop using fur in its denim and sportswear. It also has donated sales of specially made T-shirts to aid former child soldiers in Uganda."In order to protect the long-term health of the planet, while encouraging more environmental responsibility throughout the industry, we are minimizing our own impact and continuing to offer trend-setting styles," said Paul Marciano, Guess' chief executive officer and co-chairman.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast