GUESS JEANS' Pitti Immagine Experience Explores "THE NEXT 40 YEARS OF DENIM"

A showcase of the brands history, innovation, and sustainable futurism conceived by Creative Director Nicolai Marciano.

Fashion
1,362 Hypes 0 Comments

Following its reimagining of GUESS USA, GUESS has now set its attention on exploring its relationship with denim. Serving as the inaugural expression of its GUESS JEANS re-launch, “THE NEXT 40 YEARS OF DENIM” experience at Pitti Immagine Uomo 105 invites the world to witness the genesis of a new era in denim.

The monumental immersive experience serves to redefine the narrative of denim and showcase the brand’s history, innovation, and sustainable futurism. An iconic name in denim innovation for the last 40 years, the re-launched GUESS JEANS line now stands as the new core denim brand by the American denim pioneer, GUESS.

The preview at Pitti Immagine sees GUESS JEANS reclaim its legacy as a frontrunner in the denim field with the introduction of “GUESS AIRWASH™.” The innovation is a state-of-the-art sustainable alternative to the stone washing spearheaded by GUESS at its inception in 1981. GUESS AIRWASH™ recreates the stone-washed look through a sustainable lens, largely replacing the water used in stone washing with air and bubbles. Additionally, eliminating the use of pumice stones significantly decreases the water and energy consumption of stone washing. Powered by JEANOLOGIA and conceived by GUESS Creative Director Nicolai Marciano, GUESS AIRWASH™ reconnects with the essence of the brand with a process that builds on 40 years of modern heritage and reflects the culture of denim.

Spending his formative years training in the family company under the guidance of his father, Nicolai Marciano has taken the helm of GUESS furthering the brand through his familiarity with the name’s impact on culture and fashion. GUESS JEANS marks the first commercial project launched by Nicolai Marciano in his broader capacity as Chief New Business Development Officer of GUESS.

Utilizing GUESS AIRWASH™, GUESS JEANS encompasses a complete wardrobe for Pre-Fall 2024. The range features eight airwashes expressed across denim pants, denim shirts, and denim jackets. Jeans come in three fits for women (skinny, mom, midrise straight) and four for men (skinny, slim, straight, relaxed). Informed by archival GUESS designs spanning the 1980s and ‘90s, the inaugural collection delivers the brand’s fundamental identity into a clarified contemporary outlook. Also furthering the casual ease of the Californian lifestyle at the heart of GUESS, the GUESS JEANS Pre-Fall 2024 collection also features wardrobe essentials like the quintessential tee, the ideal hoodie, the archetypal bomber, the elemental puffer, and more.

Defined by modernized fits with archival graphic flourishes, the entirety of the offering is constructed of organic or recycled materials. Accessibly priced, the GUESS JEANS Pre-Fall 2024 collection will be officially available June 2024 at select wholesale and retailers worldwide, as well as online.

Take a look inside the GUESS JEANS “THE NEXT 40 YEARS OF DENIM” experience at Pitti Immagine Uomo 105 until January 12 above.

GUESS JEANS “THE NEXT 40 YEARS OF DENIM”
Teatro Maggio Musicale Fiorentino
Piazza Vittorio Gui, 1,
50144 Firenze FI,
Italy

 

View this post on Instagram

 

A post shared by JEANOLOGIA (@jeanologia)

 

View this post on Instagram

 

A post shared by GUESS JEANS (@guessjeans)

 

View this post on Instagram

 

A post shared by GUESS JEANS (@guessjeans)

Read Full Article

What to Read Next

Les Benjamins Prepares to Hit the Stage With FW24 "Eastern Punk" Collection
Fashion

Les Benjamins Prepares to Hit the Stage With FW24 "Eastern Punk" Collection

Made for rebellious rule-breakers everywhere.

Skepta Gives His Directorial Debut 'Tribal Mark' an Official Release Date
Entertainment 

Skepta Gives His Directorial Debut 'Tribal Mark' an Official Release Date

Working in collaboration with 1PLUS1 Production, the movie will release on January 26.

The Coperni x PUMA 90SQR Is Destined for Goal-Scoring Thrills
Footwear 

The Coperni x PUMA 90SQR Is Destined for Goal-Scoring Thrills

Hypebeats sits down with co-founders Sebastien Meyer and Arnaud Vaillant to discuss their debut sneaker collaboration, its tech-forward properties, and keeping your eyes on the prize.

8 Drops You Don’t Want to Miss This Week
Fashion 

8 Drops You Don’t Want to Miss This Week

Featuring Balenciaga, THUG CLUB, Miu Miu, Stone Island, Arc’teryx, and more.

Louis Vuitton Celebrates Pharrell's First Collection With New York, Hollywood and Hong Kong Pop-Up Locations
Fashion

Louis Vuitton Celebrates Pharrell's First Collection With New York, Hollywood and Hong Kong Pop-Up Locations

First chance to buy Pharrell’s SS24 collection for the house.


IWC Presents a Burgundy Portugieser Chronograph in the Spirit of the Lunar New Year
Watches

IWC Presents a Burgundy Portugieser Chronograph in the Spirit of the Lunar New Year

Spotlighting a majestic dragon engraving on its open caseback.

Todd Snyder's Powerful Menswear Commands Pitti Uomo 105's Global Stage
Fashion 

Todd Snyder's Powerful Menswear Commands Pitti Uomo 105's Global Stage

As the trade show’s inaugural “designer showcase,” Snyder revealed his first collection for his Woolrich Black Label alongside his namesake Fall 2024 line.

Drake-Backed Restaurant Dave’s Hot Chicken Debuts Cauliflower Sandwich
Food & Beverage

Drake-Backed Restaurant Dave’s Hot Chicken Debuts Cauliflower Sandwich

Dubbed the “Dave’s NOT Chicken.”

JAY-Z and D'Angelo Announce New Collaborative Track "I Want You Forever"
Music

JAY-Z and D'Angelo Announce New Collaborative Track "I Want You Forever"

The song is part of ‘The Book of Clarence’ soundtrack.

Nike Air More Uptempo Slide Arrives in "Pink"
Footwear

Nike Air More Uptempo Slide Arrives in "Pink"

Dropping later this year.

More ▾
 
We got you covered. Don’t miss out on the latest news by signing up for our newsletters.

By subscribing, you agree to our Terms of Use and Privacy Policy.