GUESS GOES ORGANIC FOR INVISIBLE CHILDREN

Written by Vanessa Voltolina

Celebrities have always been on the cutting edge of what’s new and fashion forward, particularly when it comes to going green. Back in the day, hip New York designs from Doucette Duvall developed a following with Sadie Frost, Rihanna and in the Sex and the City movie; and as of late, more and more celebrities have been launching their own sustainable fashion lines.

This trend continues with nonprofit Invisible Children, which combines celebrities, a big-name designer and organic materials to create a buzz. It all began when the Invisible Children partnered with denim label GUESS back in 2006. It was the daughters of GUESS CEO Maurice Marciano, Caroline, 18, and Olivia, 16, who first convinced their father—and the mega-brand--to design for the cause. Ever since, GUESS has been a part of a number of initiatives for the organization.

This year, GUESS and Vanity Fair magazine unveiled the 2009 designs at an October 21 Invisible Children event in Beverly Hills, California. Hosts were actresses Kristen Bell and Rachel Bilson, as well as Fall Out Boy musician Pete Wentz, with celebrity appearances by AnnaLynne McCord, Shenae Grimes, Ben McKenzie, Rick Foxx, Chris Lowell and others.

GUESS’ 2009 designs benefiting underprivileged youth are both homespun and organic, made from Edun Organic Cotton grown and harvested in Uganda. The men’s designs are short sleeve crewneck tees with an Africa graphic on front and a charity logo on the back; the women’s racerback tanks include a floral graphic that reads “LOVE.” Both sets of apparel will benefit education and economic rebuilding in the war-ravaged country.

Beginning this past Monday, the t-shirts and tanks will be available on Guess.com www.guess.com and in every Guess store across the United States with 100% of the sale price going to Invisible Children.