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Guess? Who Pockets the Difference (1996)
In 1995, UNITE! (Union of Needle Trades and Industrial Textile Employees) launched a campaign against Guess? Jeans, the largest apparel manufacturer in Los Angeles. Known for its distinctive stone-washed jeans, Guess? operated its own retail stores and made down-market lines sold at department stores. UNITE estimated that some 5000 workers in Los Angeles cut and sewed garments for Guess? , including around 1000 employed at the Guess? warehouse. Their campaign relied on creative new tactics, including âhot shopâ strikes at two Guess? subcontractors and direct actions at retail stores targeting the Guess? brand. Their media strategy included videos like this one, where Guess? workers shared their testimonios and rallied support for the union drive.
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