Guess has launched a 12-piece spring fashion collection for men and women, which was made using environmentally-conscious processes.

In conjunction with spring, Guess has rolled out Eco, a 12-piece capsule collection for men and women made with environmentally-conscious materials and manufacturing processes. Using water-saving denim, the line has launched in stores and online in the United States, Canada, and worldwide.

The debut was executed in recognition of World Water Day on 22 March. Produced in partnership with Guess Europe, the brand aims to make Eco ongoing and available globally, with a larger collection slated to be released in the fall. The women’s assortment spans jeans, a trucker jacket, and more.

Other items include organic cotton t-shirts and a bodysuit. For men, slim tapered denim jeans in a medium and light wash are outfitted with a selection of 100 percent cotton logo and button-down shirts. With 30 percent less water used per garment, production allowed for a big reduction in chemicals.

The company will promote the Guess Eco collection in close to a hundred stores across North America through in-store signage, email marketing, and social media executions. For a limited time online and in select stores, the marque will offer customers a reusable tote bag with qualifying purchases.

“With our first global Eco collection, we make a better future through innovation. By offering high-quality product designed with the environment in mind, we want customers to know we understand the concerns and are working to evolve our practices and products,” said Carlos Alberini, Guess CEO.

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