GUESS X PROGETTO QUID:
TOGETHER FOR A MORE INCLUSIVE FUTURE
GUESS has announced the launch of a new capsule collection, created in collaboration with the Progetto Quid team, which unites fashion and sustainability.
Progetto Quid, a sustainable and inclusive fashion brand, will collaborate on an exclusive collection with GUESS. Founded in Verona in 2013, Quid was born with the aim of providing employment and professional training to those in Italy who are most at risk of exclusion from the world of work.
Inclusion and sustainability are the pillars of Quid. The project’s mission is to guarantee work and social inclusion for people from disadvantaged backgrounds, such as those with histories of addiction or abuse, with a particular focus on integrating women into the workforce. Quid garments are handcrafted using fabrics mainly derived from surplus materials from fashion brands. The entire production process, from design to creation, takes place at the Verona headquarters, and 90% of the fabric used comes from Italy.
The commitment to sustainability and inclusion is what brings Progetto Quid and GUESS together – GUESS being a brand that has always been sensitive to these issues. In recent years, GUESS has confirmed its commitment to reducing greenhouse gas emissions and has adopted more sustainable production processes. On the social front, it has implemented policies aimed at inclusion and gender pay equality, demonstrating how these issues remain at the heart of its mission.
“The attention towards social and environmental issues that the company has always shown has encouraged us to collaborate with the brand,” says Anna Fiscale, President and Founder of Quid. “Sustainability, inclusion, and the valorisation of diversity are an integral part of the GUESS identity, as they are of ours. We are excited to have the opportunity to create a unique collection together.”
The garments in the capsule collection all feature the iconic daisy print, specially selected to reflect the heritage of GUESS. The pattern is inspired by the historic images featuring models Claudia Schiffer and Eva Herzigova, while the choice to stick to black and white recalls the iconic look of the brand in its most famous black and white images.
This collection aims to convey a positive and inclusive message, as highlighted by the t-shirt with the words “Love Culture”, which promotes a culture of love and non-prejudice – a message that fully reflects the values of GUESS.