Guess will trace the sources of its wood-based fabrics like viscose, rayon and modal fibers. This is a bid to battle deforestation and protect the rights of people living in at-risk forests. Guess joins an array of fashion companies aiming to rid their supply chains of products from endangered forests.
The brand aims at embracing existing solutions as well as trying new ones to address social and environmental challenges. It’s taking the steps necessary to improve its supply chain. By 2020, it aims at making its global operations greener and encouraging consumers to buy more eco-conscious garments. This year Guess mapped its denim production by water availability and assessed the sustainability of its denim products. To improve its denim production and products, the company is currently drafting a comprehensive water action management plan to address these impacts, which is set to debut in 2018.
Production of wood pulp for fabrics can involve clearing forests to build eucalyptus plantations on land traditionally used by indigenous communities. Other companies to take similar measures include Abercrombie & Fitch, Ralph Lauren, L Brands, H&M, Zara, Levi Strauss and British fashion designer Stella McCartney.
Guess’s policy is another critical step in an industry-wide shift to take responsibility for the on-the-ground impacts of rayon and viscose fabrics. Wood-based rayon, sometimes called the poor man’s silk, is inexpensive and flexible, contributing to its popularity with clothing makers.