ROKIT and GUESS Jeans U.S.A Team Up for Sports-Inspired Collaboration
Tapping into ’90s basketball culture.
After announcing a series of collaborations to be sold exclusively at its annual event at LOT 5 in DTLA, GUESS Jeans U.S.A. is sharing a first-look at its capsule collection with the Los Angeles-based streetwear brand ROKIT. The 12-piece offering is the latest addition to the new GUESS Sport line and fittingly pulls inspiration from ’90s basketball.
The apparel taps into the nostalgia of the era through its color palette — inspired by the 1996 NBA All Star jerseys — as well as the graphics, while combining the D.N.A. of both brands. “Nico [Guardalabene] and I talked about coming together for a collab. for GUESS Sport — specifically basketball — because it’s so intrinsic to their brand,” says Nicolai Marciano, GUESS’s head of brand partnerships.
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A fireball graphic across a jersey, shorts, T-shirt and jacket throws it back to memories of ROKIT’s founders playing NBA Jam. Other collection highlights include a denim jacket and tear-away pants. “We went through the GUESS archives selecting graphics and key pieces that we wanted to put a new and modern spin on, like the basketball tear-away pants,” says Marciano. “We did a denim take on them that feels like both brands are represented and you’ll see that throughout this collection in all of the pieces.” Rounding out the assortment is a range as accessories, from slides and socks to arm sleeves and sweatbands.
The ROKIT x GUESS Sport collection will be available August 24-25 at GUESS’s annual pop-up at LOT 5. Head to the brand’s website for more information on how to attend.
