Apparel brand Guess has partnered with textile recycling platform SuperCircle to launch a new online clothing recycling initiative titled, ‘Guess Again.’
Launched with an aim toprovide brands, retailers and customers a platform to exchange used clothing items and recycle textiles, the initiative involves customers sending used garments of any brand to SuperCircle for recycling and receiving a Guess credit amount/score for their future Guess purchases.
Chloe Marie Songer, CEO and Co-founder, SuperCircle, says, demand for easily accessible, worthwhile recycling programs is rising with 92 million tons of textile waste produced annually and 85 per cent of textiles ending up in landfills or burned.
The brand has also adopted an in-store customer recycling program policy specifically in the US and Canada in collaboration with Homeboy Threads, an enterprise offering reuse and recycling services for the apparel and textile industry.
