PAUL MARCIANO

(21) CO-FOUNDER & CHIEF CREATIVE OFFICER, GUESS

In the denim category there are endless combinations of fits, washes and styles, and denim really does follow a fashion cycle of its own. For this reason, I have no doubt that denim will continue to make a comeback season after season no matter what difficult times we go through in fashion.

It is very important to combine eco-fabrications with performance technology in order to give the customer a comfortable wearability while being conscious of our environment. Guess Eco denim fabric is created by using a pre-reduced indigo dye, which decreases the use of chemicals and lowers overall environmental impact throughout the manufacturing process. Using reusable stones to distress the denim reduces waste, while pocket linings made with 30% recycled content further diminishes waste and diverts plastic bottles from landfills.