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US' Guess launches Guess Again recycling programme with SuperCircle

15 Oct '24

2 min read

US' Guess launches Guess Again recycling programme with SuperCircle

Pic: GUESS?/Business Wire

Insights

Guess has launched Guess Again, a recycling programme in partnership with SuperCircle to promote textile circularity.
Customers can trade in worn clothing from any brand in-store or online for discounts on future purchases.
Items are processed for resale, upcycling, or recycling.
This initiative supports Guess' commitment to reducing its carbon footprint and tackling textile waste.

GUESS launches GUESS Again, a customer recycling program in partnership with SuperCircle, the textile recycling platform powering consumer trade-in for leading brands and retailers investing in a circular future.

This initiative complements the brand’s in-store customer recycling program in partnership with Homeboy Threads, a certified social enterprise offering reuse and recycling services for apparel and textiles. Customers can bring in five or more articles of clothing of any brand to any GUESS store across US & Canada and receive a discount on their next full-priced qualifying purchase. Items are then sent to Homeboy Threads to be sorted and processed for repair and resale, upcycling, and recycling.

Starting on October 10th, US customers can request a shipping label through the GUESS website and send in worn clothing items from any brand. SuperCircle manages the tech interface, collection, sortation, processing, and disassembly of items at facilities around the country, including in partnership with Homeboy Threads. It then gets the items to best-in-class, fiber-specific textile recycling partners. In exchange for responsibly recycling, customers immediately receive GUESS credit for future purchases.

“Our partnership with SuperCircle represents another strong step toward our ACTION GUESS commitment to develop more circular business models. GUESS Again, our partnership with SuperCircle creates a new pathway for us to reduce our carbon footprint and offers a solution for apparel and textile waste,” says Carlos Alberini, Chief Executive Officer of GUESS?, Inc.

“SuperCircle is proud to partner with GUESS on its journey to achieving true textile circularity. With 85% 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,” says 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.”