GUESS’s new dynamic denim-focused brand, Guess Jeans, was introduced. Guess Jeans, which was introduced to the public at the Pitti Immagine Uomo fair held in Florence in January 2024, continues its groundbreaking innovations in the denim world by launching Guess Airwash, a cutting-edge and sustainable alternative to stone washing, which Guess introduced in 1981. Guess Jeans, the brainchild of the brand’s Creative Director Nicolai Marciano, brings together the brand that revolutionized denim culture with its essence. Transcending the boundaries of time, this concept reshapes Guess’ unique West Coast style by combining it with its contemporary values and vision.
Guess Jeans offers a complete wardrobe for fashion enthusiasts with its focal Guess Airwash denim series. Guess Jeans introduces eight separate pieces with denim trousers, denim shirts and denim jackets in its Pre FW 2024 Collection. The collection includes three different cuts for women (skinny, mom and midrise straight) and four for men (skinny, slim, straight and relaxed). The brand presents its inaugural collection, inspired by the impressive Guess archive designs of the 1980s and 90s, combining its unique identity with today’s trends. The series is inspired by the California lifestyle that emerged after the Marciano brothers came to America in 1978; It further develops and presents the basic pieces of the Guess heritage, such as the classic t-shirt, the perfect hooded sweatshirt, the unique bomber jacket and the stylish puffer coat.
Designed according to the latest fashion trends, the garments are adorned with graphic archival emblems and imbued with cultural connotations identified with the Guess story. This new series offers timeless nostalgia, from the iconic black-and-white campaigns of the 1980s to the hip-hop community’s connection to the brand in the early 1990s. Guess Jeans, where all products are produced from organic or recycled materials, revives the brand’s denim history with its young and contemporary approach that focuses on sustainable production and original fashion.
The Guess Jeans collection will meet customers at select sales points and the official online sales channel worldwide starting from June 2024.