Guess denim

Guess Inc. is partnering with Cotton Incorporated’s Blue Jeans Go Green program by launching a fall Denim Recycling Campaign.

The campaign will take place in more than 160 Guess stores in the U.S. and Canada beginning today and run through Oct. 1.

The Blue Jeans Go Green denim-recycling program has been helping communities in need across the country since 2006 by giving recycled denim “new life” and converting it to UltraTouch Denim Insulation.

Backed by the company’s chainwide in-store, digital and online marketing campaign, it is Guess’ mission to encourage men and women everywhere to recycle their denim at any local Guess store and in exchange receive a key chain with an offer card for 30 percent off a new pair of regular-priced Guess denim purchased in-store or online.

Denim collected through the Blue Jeans Go Green program is recycled into UltraTouch Denim Insulation by Bonded Logic Inc. and a portion of this insulation is in turn distributed to organizations such as Habitat for Humanity to help communities in need. Since the launch, Blue Jeans Go Green has diverted more than 600 tons of denim from landfills and collected more than one million pieces of denim.

“Guess’ partnership with Cotton Incorporated’s Blue Jeans Go Green program is a representation of what our brand believes in, which is preserving the environment and protecting its future,” said Victor Herrero, chief executive officer of Guess. “Guess’s fall Denim Recycling Program will provide our customers and the community with the resources to make a positive change. By understanding and prioritizing our social and environmental impacts, we will create a stronger brand that will continue to be a worldwide leader, shaping the fashion industry.”

The reuse and recycling of clothing, aided by new technologies, has become more important as a way to improving the textile and apparel industry’s environmental footprint. Savers “State of Reuse” report showed that the average person throws away about eight trash bags worth of clothing and textiles annually.

Guess will promote the program with messaging in storefront windows, in-store signage and events, e-mail and mobile marketing, and social media posts that invite shoppers to help communities in need by recycling and piece of Guess or non-Guess denim.

“We know Guess customers love their denim and this drive will give them a chance to recycle their old jeans and find some new favorites,” said Andrea Samber, codirector of Strategic Alliances at Cotton Inc. “They will not only be supporting their favorite store, but also helping the environment and giving back to their communities.”

Guess said it welcomes customers to recycle an unlimited amount of denim, but there is a limit of five offer cards per customer.

Guess designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, footwear and other related consumer products. Guess products are distributed through branded Guess stores, as well as better department and specialty stores around the world.

Cotton Inc. is funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, and is the research and marketing company representing upland cotton.