In the early 80s, Guess pioneered stone washing and acid-dyed jeans, propelling the family-owned business to become the premier French-owned fashion marque in the U.S.
Acknowledging the environmental impact of traditional stone washing, Guess embraces the cutting-edge Airwash technology. Nicolai Marciano, son of co-founder Paul Marciano, introduces this eco-friendly approach to denim production, reducing water usage by 80% and eliminating toxic chemicals.
Experience Guess’s journey at Pitti through captivating installations at Fortezza Da Basso and Florence’s Teatro Del Maggio. Explore iconic pieces like the original three-zip Marilyn jeans and Michael J. Fox’s denim jacket from «Back to the Future.»
Nicolai emphasizes the celebration of Guess’s DNA—California lifestyle, denim, and innovation. Having redefined the denim industry, Guess makes a bold statement with Airwash technology.
Step inside the «Stone to Air» pop-up to witness the exclusive Guess Airwash™ technology in action. This revolutionary process achieves a smooth finish without stones or toxic chemicals, reshaping the future of denim production.
The resulting jeans, displayed on racks, showcase the impressive smooth finish achieved by Airwash. Personalize your pair using the Jeanologia laser system, available to retailers and editors.
Accompanying the exhibition are iconic ad campaigns featuring beauties like Victoria Mazza, Claudia Schiffer, and Anna Nicole Smith. Anticipate a shift in imagery aligning with contemporary ideals of female empowerment as Guess prepares to launch the new Airwash jeans in June.
Nicolai outlines plans for new denim-focused boutiques after navigating the challenges of the pandemic. Despite closures and the rise of online retail, Guess reports a healthy four-percent increase in annual sales, reaching $2.70 billion for the year ending October 28, 2023.
Explore Guess’s legacy and embrace the future of sustainable denim with Airwash technology.
