US-based fashion brand Guess aims to incorporate half of its mainline apparel product portfolio under the Guess Eco label by 2025, and by 2030, it plans for 75 per cent of its mainline denim offerings to be a part of Guess Eco.

For approximately five years, Guess Europe collaborated with Lenzing to integrate Tencel™ lyocell and Lenzing™ Ecovero™ viscose into the Guess Eco collections. 

Tencel™ lyocell fibers have been incorporated into denim items such as jeans, shirts, and dresses, while Ecovero™ viscose fibers are used in dresses, tops, T-shirts, sweatshirts, and pullovers. To date, Guess has sold roughly 2 million items containing Ecovero™ and 800,000 garments with Tencel™ lyocell across its 1,608 stores in 100 countries. To inform consumers about these sustainable materials, Guess utilises Lenzing’s E-Branding service to include hangtags on products, including samples.

Lenzing’s fibers are integral to the latest Spring/Summer 2024 Guess Eco collection. Recently, Guess Europe and Lenzing partnered for an influencer event in Berlin on April 25 to promote this line. The event attracted over 15 influencers and press members to raise awareness and visibility for these sustainable materials. An on-site exhibition, ‘The Journey of Guess Eco,’ showcased 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 event marks a significant milestone in the partnership, which began with educational initiatives. Sylvia Happel, Head - Business Development Europe, and Carlo Covini, Business Development Europe, initially presented to about 80 Guess employees about the benefits and applications of Lenzing’s fibers. This foundational education set the stage for the successful integration of these materials into Guess products.