American retailer Guess has joined the Ellen MacArthur Foundation’s Make Fashion Circular initiative, an initiative to redesign the future of fashion. Guess has committed to develop denim according to the initiative’s Jeans Redesign guidelines, which tackle the issues of waste and pollution associated with denim production. The guidelines establish minimum requirements for durability, material health, recyclability, and traceability.

Guess has been synonymous with denim culture throughout its history - and by joining the Jeans Redesign it is helping to shape the industry’s future. The aim is to create jeans that last longer, that can be remade into new jeans at the end of their use, and are made in ways which are better for the environment and the people that make them. The Ellen MacArthur Foundation leads the way in rethinking fashion design, and Guess is part of this transformation. The Jeans Redesign program challenges brands to revisit how they make denim. Guess aims at producing more environmentally sustainable products and this partnership with Ellen MacArthur is another step towards the brand’s quest to make the world a better place. Guess has been promoting sustainability and fashion circularity, the idea that clothing should be continuously reused, reworn, and recycled.