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.
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
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