Interloop lauds Guess’ use of Loomshake in denim
Los Angeles denim business Guess has designed Interloop’s Loomshake technology into its newest, sustainability minded jeanswear, the latter has revealed.
The brand, which relaunched Guess Jeans by Nicolai Marciano in early January, follows in the footsteps of Dinner Service NY, which released hosiery with cotton-and-banana-fibre-blended Loomshake last year.
Yarns typically contain 8-20% upcycled banana waste fibres sourced from Interloop-owned farmland in Sindh, with end-to-end traceability secured by the producer’s own Looptrace system.
Loomshake’s incorporation in Guess denims marks a "strategic" milestone in its development, shared senior marketing and communications manager, Noor Jehan Sadiq: its first commercial application in the category.
Image: Interloop.
