Guess Event Touts Eco Collection with TENCEL™ and ECOVERO™
U.S.-based fashion brand Guess has been on a mission to use more sustainable fibers. In spring 2019, the company debuted Guess Eco, a capsule collection for men and women that uses lower impact materials and manufacturing processes. Produced in collaboration with Guess Europe, the collection has expanded over the last five years. By 2025, the 40-year-old label aims to have half of its mainline apparel product portfolio fall under the Guess Eco vertical, and by 2030, it targets having 75 percent of its mainline denim offerings be Guess Eco.
As part of this project, Lenzing has been working with Guess Europe for around five years, and our TENCEL™ lyocell and LENZING™ ECOVERO™ viscose have been part of the Guess Eco collections. TENCEL™ lyocell is used for denim pieces like jeans, shirts and dresses, while ECOVERO™ viscose is used for dresses and tops including T-shirts, sweatshirts and pullovers.
To date, Guess has sold roughly 2 million items with ECOVERO™ and 800,000 garments with TENCEL™ lyocell in its 1,608 stores in 100 countries. Getting the word out about these materials to the end consumer, Guess leverages Lenzing’s E-Branding service to include hangtags on products—including samples.
Lenzing’s fibers are part of the latest Spring/Summer 2024 Guess Eco collection, and we recently teamed up with Guess Europe on an influencer activation around this line in Berlin. The event on April 25 brought upwards of 15 influencers and press together to raise awareness and create more visibility for these materials.
An on-site exhibition, “The Journey of Guess Eco,” featured garments made from TENCEL™ lyocell and ECOVERO™ viscose. During the event, Manuela Gesslbauer, senior regional marketing manager, led a 20-minute panel discussion about Lenzing’s fibers.
This is a full-circle moment. Our partnership began years ago with education, as Sylvia Happel, head of business development Europe and Carlo Covini, business development Europe, gave a presentation to about 80 Guess employees about our fibers, covering topics including purchasing and using the materials. The rest is history, and Lenzing is proud to be part of Guess’ work to expand its use of preferred raw materials.
“We know that today’s consumers want to both look good and feel good about what they’re buying,” Carlos Alberini, CEO and director of Guess?, Inc., wrote in a letter in the company’s 2022-23 ESG report. “That’s why we’re proactively expanding both our eco-collection and new upcycled line to give Guess customers a wider range of exciting, sustainable options to choose from.”