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Guess launches denim recycling campaign with Cotton Inc

Casualwear retail giant Guess is launching an autumn Denim Recycling Campaign in North America, partnering Cotton Inc’s long-running ‘Blue Jeans Go Green’ programme. The campaign will feature through 160 Guess stores in the US and Canada, running to October 1.

Backed by an in-store, digital and online marketing campaign, men and women recycling their denim at any of those Guess stores will receive a key chain with an offer card for 30% off a new pair of regular-priced Guess denim purchased in-store or online.

“Guess’ partnership with Cotton Incorporated’s Blue Jeans Go Green programme is a representation of what our brand believes in, which is preserving the environment and protecting its future,” said Guess CEO Victor Herrero.

Guess will promote the programme with messaging in storefront windows, in-store signage and events, e-mail and mobile marketing, and social media posts that invite shoppers to help communities in need by recycling Guess or non-Guess denim.

“We know Guess customers love their denim and this drive will give the, a chance to recycle their old jeans and fine some new favorites,” said Andrea Samber, codirector of Strategic Alliances at Cotton Inc. “They will not only be supporting their favorite store, but also helping the environment and giving back to their communities.”

The Blue Jeans Go Green denim-recycling program has been helping communities in need across the country since 2006 by giving recycled denim “new life” and converting it to UltraTouch Denim Insulation.


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