January 11, 2024 |
Californian fashion titans Guess revolutionised denim wear when it first introduced stonewashed jeans in 1981. Now under the direction of Nicolai Marciano, Guess’s chief of new business development officer, the brand’s ready to do so all over again with the re-launch of Guess Jeans.
Spearheaded by a future-facing technology dubbed Guess AirwashTM, Guess Jeans is a new core denim brand within the Guess empire that’s built on finding sustainable solutions to denim production. The pioneering AirwashTM tech – powered by Jeanologia – replaces pumice stones used in stonewashing with light and air, massively reducing water consumption when creating denim without losing the desired effects when it comes to washes and finishes.
Taking to Florentine menswear trade show Pitti Immagine Uomo, Marciano introduced Guess Jeans to press, buyers and fashion fans alike with an immersive exhibition that toured through Guess’s history and showcased the brand’s expertise in groundbreaking denim development.
Held inside Teatro Maggio Musicale Fiorentino, the vast showcase included a mock-up fish shop (the brand’s first-ever stores, opened in Bandol, south of France, were old fish stores), a timeline of seminal Guess moments (including outfits from Back to the Future and campaigns starring the likes of Paris Hilton and Drew Barrymore) and an installation featuring one of the first stonewashing machines.
The capabilities of Guess AirwashTM were on full display in an interactive lab where Jeanologia technicians took guests through the different steps that make up the innovative tech, and guests were able to customise their own denim and get a first look at the inaugural Guess Jeans pieces that are due to go into stores later this year.
Photography courtesy of Guess Jeans.
