Guess, SuperCircle partner in new e-commerce recycling program

Global retail brand Guess Inc. has launched a consumer recycling program, Guess Again, in partnership with New York-based circular technology and logistics platform SuperCircle.

The initiative, which launched Oct. 10, complements Guess’ in-store customer recycling program in partnership with Homeboy Threads, a Los Angeles-based social enterprise that offers reuse and recycling services for apparel and textiles.

“Our partnership with SuperCircle represents another strong step toward our Action Guess commitment to develop more circular business models,” Guess CEO Carlos Alberini says. “Guess Again, our partnership with SuperCircle creates a new pathway for us to reduce our carbon footprint and offers a solution for apparel and textile waste.”

Customer can bring in five or more articles of clothing of any brand to any Guess store in the U.S. and Canada and receive a discount on their next full-priced qualifying purchase. Items are then sent to Homeboy Threads to be sorted and processed for repair and resale, upcycling and recycling. SuperCircle manages the technology interface, collection, sortation, processing and disassembly of items at facilities across the country, including in partnership with Homeboy Threads.

U.S. customers can request a shipping label through the Guess website.

“SuperCircle is proud to partner with Guess on its journey to achieving true textile circularity,” SuperCircle of co-founder and CEO Chloe Marie Songer says. “With 85 percent of textiles ending up incinerated or in landfills and 92 million tons of textile waste generated each year, accessible, value-creating textile recycling programs have never been more needed.

“We’re thrilled to bring seamless, incentivized textile recycling to climate-conscious Guess fans everywhere in a program that is a win-win-win for the brand, the consumer, and our planet.”