Established in 1981, GUESS made an indelible mark on the US denim landscape by pioneering stone-wash techniques, forever altering the course of the denim industry. 
In 2024 GUESS JEANS reclaims the fashion giant’s legacy as a frontrunner in the denim field with the introduction of GUESS AIRWASH™: a state-of-the-art sustainable alternative to the stone washing spearheaded by GUESS at its inception. 
Conceived by Creative Director Nicolai Marciano, GUESS JEANS reconnects with the essence of the brand that changed the culture of denim. The
timeless proposal reimagines and refines the authentic West Coast wardrobe epitomised by GUESS through contemporary values and vision. Built upon forty years of modern heritage, GUESS JEANS constructs a springboard for the next four decades of the American fashion institution.