Guess is going green with denim this autumn as it links up with Cotton Inc’s Blue Jeans Go Green program. It’s the latest move in a series of initiatives by denim specialists and general fashion retailers to reduce their environmental footprint and connect with sustainability-focused consumers.

So what’s the plan? Over 160 Guess stores in North America are offering the recycling service from this week through to October 1. Denim returned to the stores will be converted to UltraTouch Denim Insulation.

In return, shoppers get a key chain with an offer card for 30% off a new pair of regular-priced Guess jeans purchased in-store or online, although while customers can recycle as many jeans as they want, they’ll only get up to five offer cards (there’s a limit to going green after all).

But it’s all to the good – since the launch, Blue Jeans Go Green has diverted over 600 tons of denim from landfills and collected over one million pieces of denim to date.