The program dubbed ‘Resourced’, launched in California on June 18, will expand to all North America by the end of 2018 and globally by 2020.Backed by the company’s chain-wide in-store, digital and online marketing campaign, customers can bring in a minimum of five pieces of clothing or footwear to any local Guess, Factory, G by Guess, or Marciano store in California, and receive 15 per cent off any purchase until July 1 next year.

Guess has partnered with I:CO to reduce textile waste and help create a circular fashion system where unwanted clothing and shoes can be reprocessed and used over and over again in a continuous closed loop production cycle.Through I:CO’s retail take-back system, wearable items get a new life as secondhand goods. Unwearable items are resourced into new products like cleaning cloths or recycled into fibres for products such as insulation and new textiles.Reusing and recycling saves resources and allows valuable raw materials to be reprocessed, ultimately helping to protect the environment.“Guess has joined a global industry pledge to advance a circular fashion system – the idea that fashion should last, and be continuously repurposed, reused and recycled,” says Victor Herrero, chief executive officer of Guess.“Partnering with I:CO helps us achieve our goals and work on these initiatives to adapt our company and engage our employees, customers, and community on developing a more sustainable fashion industry.”Guess’ Resourced program and commitment to circular fashion is part of the Guess Sustainability Plan that was disclosed in its independently audited FY16-17 sustainability report published last year.