Guess launches 'Certified Vintage Program' collection
Los Angeles-based denim and lifestyle brand Guess is taking control of its vintage market with the launch of its new Certified Vintage Program.
Opening with 68 authenticated men's and women's pieces, the premiere collection focuses on vintage Guess pieces dated between 1981 and 1999. The range includes classic jeans in stonewash and acid finishes, as well as jackets also in stonewash and acid wash, featuring vintage patches vintage denim, embroidered t-shirts and crewnecks.
In order to promote the launch, Guess opened an outdoor Guess Vintage Seeding Suite at its L.A. headquarters -- a Western-themed installation celebrating the new vintage program and inspired by Guess’ original Rodeo Drive store concept.
The collection is available on guessusa.com with prices ranging from $79 to $168.
"Guess is committed to promoting circular fashion — the premise that clothing should last and be continuously reused and recycled," the brand said. "Guess Inc. is also a signatory to the 2020 Circular Fashion System Commitment, a global industry movement organized by the Global Fashion Agenda, to initiate action on circularity in fashion."
The new initiative adds to the Guess brand's list of sustainability-focused initiatives, including its commitment to the Ellen MacArthur Foundation's ‘Make Fashion Circular' initiative, its ‘#GuessVintage' program launched in partnership with Fred Segal, and its clothing recycling partnership with I:Collect, among others.
Guess's aim to acquire and recycle its own vintage pieces mirrors similar initiatives in the industry, including Tommy Hilfiger's Tommy for Life, Levi's SecondHand and Authorized Vintage line, and Gucci's partnership with The RealReal.
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