Guess Expands Recycling Program with SuperCircle
Guess has a new recycling partner.
On Friday, the Los Angeles denim brand introduced Guess Again, a customer recycling program in partnership with SuperCircle, a textile recycling platform powering consumer trade-in for leading brands and retailers.
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Guess Again creates a new pathway for Guess to reduce its carbon footprint and offers a solution for apparel and textile waste, said Carlos Alberini, Guess?, Inc. CEO.
Through Guess Again, U.S. customers can request a shipping label through the Guess website to send in worn clothing items from any brand. SuperCircle will manage the tech interface, collection, sortation, processing, and disassembly of items at facilities around the country. The platform distributes garments to fiber-specific textile recycling partners.
In exchange for responsibly recycling, customers receive Guess credit for future purchases.
“SuperCircle is proud to partner with Guess on its journey to achieving true textile circularity. With 85 percent of textiles ending up incinerated or in landfills and 92 million tons of textile waste generated each year, accessible, value-creating textile recycling programs have never been more needed,” said Chloe Marie Songer, CEO and co-founder of SuperCircle. “We’re thrilled to bring seamless, incentivized textile recycling to climate-conscious Guess fans everywhere in a program that is a win-win-win for the brand, the consumer, and our planet.”
SuperCircle works with brands like J.Crew, Uniqlo, Reformation and more to offer both front-end solutions enabling consumers to trade-in old textiles and back-end offerings collecting fabric scraps, excess inventory, damages and unsaleable returns. The New York City-based company raised a $7 million pre-Series A financing round last year.
Guess Again complements the brand’s existing take-back scheme in which customers that bring in five or more articles of clothing of any brand to any Guess store across U.S. and Canada receive a discount on their next full-priced qualifying purchase. Items are sent to Homeboy Threads to be sorted and processed for repair and resale, upcycling, and recycling.
Guess began working with Homeboy Threads, the social enterprise branch of L.A. gang rehabilitation nonprofit Homeboy Industries, in 2022 to create tote bags, patchwork denim, bustiers and throw pillows.
Guess previously worked with I:Collect to launch a nationwide wardrobe recycling program
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