Guess is doubling down on denim in a mission to increase its sustainability efforts. Jean preferences have been making headlines over the last year, and YPulse’s fashion and style research shows that jeans are the No. 1 clothing item young consumers are interested buying. Now, Guess is doubling down on denim to strengthen its relationship with young consumers and expand to new markets. The brand’s recent surf-inspired men’s and women’s collection is “denim-heavy,” and the brand is planning on bringing more denim offerings to existing categories including outerwear, accessories, dresses, and leisure in an attempt to increase its environmental efforts. Guess is also committed to ensuring that 75% of its denim is made with certified sustainable materials and uses production methods with a low environmental impact. (Sourcing Journal)
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