GUESS JEANS, a contemporary denim project created by Nicolai Marciano
Edition 105
Place of the event
Date of the event
09.01.2024 10:00
An iconic name in denim, Guess Inc. announces the launch of a global-scale project at Pitti Uomo. Introducing GUESS JEANS, the line led by Nicolai Marciano, which is strongly oriented towards eco-conscious practices.

With a history deeply rooted in jeans, Guess Inc. reaffirms its authentically American perspective on this market segment. Aiming to innovate the denim landscape, GUESS JEANS combines its green commitment with engaging younger generations and the casual segment, a strategic goal for ever-evolving fashion.

The denim-based DNA meets Nicolai Marciano's vision. The Guess Inc. legacy remains vital, filtered, and at the same time strengthened by new creative freshness and contemporary inputs.

The brand's expansion materializes in a program of significant openings, with a fleet of GUESS JEANS stores worldwide. The store concept is completely renewed according to the Californian heritage of its origins. With its landscapes, the West Coast inspires the interiors, featuring sustainable materials and a layout that invites relaxation for a shopping experience in line with the GUESS JEANS spirit.

GUESS JEANS inaugurates a new era for Guess Inc. and aims to become a denim innovation center. With a modern perspective, driven by a commitment to sustainability and projected into the future.
The launch will culminate in January at Pitti Uomo 105, with a special exhibition at the Teatro Del Maggio and the participation at the Fortezza Da Basso accompanied by an installation, open for the entire duration of the show.