Following on from the brands first partnership in October 2021, GUESS and Ocean Generation have announced their partnership will continue into 2022, working together to drive awareness and educate on a more sustainable future.

To mark the partnership, GUESS hosted an Ocean Kids Academy in central London for press and influencers with their youngest family members to attend. Delivering a fun yet educational workshop for the day, guests enjoyed fun activations based around the environmental theme with a view to teaching the importance of ocean sustainability. A talk hosted by Ocean Generation took place during the day with little ones invited to activate their very own mini ‘beach clean’ in a recreated beach setting at the venue. Kids and their adults were given their very own litter picker to help ‘clean up’ the beach area whilst learning about how these efforts will, longer term, benefit marine life. Following this activation each guest was invited to explore the GUESS Eco collection for the whole family.

“We’re really excited to be working with Ocean Generation again this year. Making the world a better place now and for future generations is a really important part of our business model, and something that we continue to develop through R&D into innovative eco-friendly solutions, wastewater reduction, and adopting measures that reduce our carbon footprint along the entire production chain.” said Paul Marciano, GUESS Chief Creative Director. “This work has enabled us to expand the GUESS Eco offering, not only in our traditional segments but also in the GUESS Kids collection, and I’m really proud of how far we’ve come with these important initiatives over the past few years.”

GUESS continues to elevate each collection towards a more sustainable future, while simultaneously honouring the brand’s heritage. GUESS continues to optimise fashion by reducing waste, connecting with partners such as Ocean Generation and suppliers to encourage transparency and ethical practices, using sustainable materials and processes, and engaging with fresh ideas fuelling real change and creating climate solutions.

“Our ongoing collaboration with GUESS enables us at Ocean Generation to interact with new audiences and to amplify our education work further. We are grateful for GUESS’ continued support of our charity work, and we look forward to building on our charitable relationship.” said Brad Davidson at Ocean Generation.

GUESS ECO draws on various advanced technologies in its mission to produce fashion that respects the environment. This holistic approach prioritises quality, durability and innovation.

The Men’s, Women’s and Kid’s collections all use organic and recycled cotton for key garments, reducing agricultural pollution and waste to create butter-soft denims and natural fabrics. Repreve™ creates performance fibres from recycled materials such as plastic bottles, while Lenzing™ produces environmentally responsible Tencel™ and ECOVERO™ fabrics, which are especially popular throughout the Kid’s collections. The Indigo Flow™ dying process is a clean label fabric dying process that produces exquisite looking fabrics with minimal waste and water usage. EIM Technology is also used throughout the manufacturing process to measure environmental impact and identify areas for improvement, helping GUESS to continue making steps forward in sustainability.