Guess is looking to reduce the environmental threats that often result from making its jeans. The company has educated its employees about its commitment to support sustainable apparel manufacturing. It has also enrolled its designers and patternmakers into a sponsored class which includes coursework in sustainability through focusing on zero waste and circular design.
Guess’ denim products represent 20 per cent to 25 per cent of its business. Guess discovered that the processing of cotton was responsible for 64 per cent of the water used during the production of one denim jean. Communicating this message to its vendors is a major part of Guess pledge to decrease unnecessary water use during the manufacturing process for its denim. The new challenge lies in examining how its sources processed cotton and working with those suppliers who have not yet adopted best practices.
Guess’s annual revenues for fiscal year 2018 were $2.4 billion. Its premium denim retails at $100 dollars. Customers, in general, are millennials and increasingly Gen Z, who are known for caring about social and environmental responsibility. The brand believes its efforts will be embraced by its clientele.
