Next Denim Days, on 25 & 26 October 2024, Guess Jeans collaborates with the House of Denim foundation. During these days, the recently launched GUESS AIRWASH™ technique will be highlighted together with the Jeanologia laser machine for denim customization.
Experience the exclusive GUESS AIRWASH™ technique during Denim Days. You can find the Guess Jeans space at the entrance of Denim City allowing everyone to experience Guess Jeans’ innovative production methods up close. Visitors can engage with various interactive components that educate them about the brand's sustainable technologies. Inside Denim City, a soft introduction to the brand and its heritage takes place.
The presentation highlights the brand's role in the fashion industry, featuring vintage pieces from the LA archive alongside vintage books that showcase trims and labels from past years. In addition, the washmasters from Guess Jeans, Jeanologia, and House of Denim will collaborate in the sustainable lab of House of Denim to offer workshops, showcasing the magic of innovation in treatments.
GUESS JEANS is an American West Coast lifestyle brand rooted in a 40-year denim legacy. Founded by Nicolai Marciano, GUESS JEANS embodies the next era of denim fashion, with a commitment to sustainability and cutting-edge innovation. GUESS JEANS offers a complete line of core basics focused on denim, encapsulating the timeless essence of GUESS while seamlessly blending the brand’s rich heritage with a contemporary perspective. GUESS JEANS will be available on GUESSJEANS.com, in a new fleet of GUESS JEANS stores worldwide, and through select wholesale partners started June 3, 2024.
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