PAUL MARCIANO

CHIEF CREATIVE OFFICER, GUESS?, INC.

While the Covid-19 crisis has turned the world upside down, it is also helping us to see what is most important in life. While luxury is nice, what is most important right now is family and essential needs.

We are all becoming more mindful, including about what ” we wear. Customers want the brands they love to align with their values. At GUESS, already prior to the pandemic, we were focused on making high quality products that are versatile, durable and sustainable. We use organic, recycled and responsibly sourced materials that are better for the environment, and are working with our factories to increase awareness and take action on environmental issues. This effort is all about transparency. We are asking our factories to share with us what they are doing, which we take into consideration when selecting vendors, and we are working our way to then be more transparent with the customer on where and how our products are made. Transparency, quality and sustainability are the way forward for our industry.