Guess partners with Cotton Incorporated for denim recycling program

New York - Guess Inc. is partnering with Cotton Incorporated's Blue Jeans Program to launch a Denim Recycling Campaign for this fall. The campaign will take place in 160 Guess Stores in the U.S. and Canada beginning today, August 16, 2016, running through October 1.

The Blue Jeans Go Green denim-recycling program has been helping communities in need across the country since 2006 by taking recycled denim and converting it to UltraTouch Denim Insulation. The campaign, which is supported by Guess' in-store, digital, and online marketing campaigns, is meant to help encourage men and women to recycle their denim at any local Guess store. Customers who choose to recycle with Guess will receive a keychain and an offer card for 30 percent off a new pair of regular-priced Guess denim. The card is valid for both in-store and online purchases.

Blue Jeans Go Green collects denim and it is recycled into UltraTouch Denim Insulation by Bonded Logic Inc. A portion of this insulation is distributed to organizations like Habitat for Humanity to help communities in need. Blue Jeans Go Green has been able to divert 600 tons of denim from landfills and collect more than one million pieces of denim since their launch.

“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, to WWD. “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.”

While Guess offers their customers the chance to recycle an unlimited amount of denim, there is a limit of five offer cards per customer.

photo via Guess website