Californian denim brand GUESS JEANS will soon open a new series of stores worldwide with an innovative retail concept inspired by the Californian landscape, conceived by Chief New Business and Development Officer, Nicolai Marciano. The brand’s first store has opened in the heart of Amsterdam, on Kalverstraat, and is home to a whole new world of GUESS JEANS, powered by the groundbreaking GUESS AIRWASH™ sustainable technology.

Amsterdam, a vital market for both GUESS and the denim industry worldwide, will house the first GUESS JEANS store in Europe, offering the first impression and insight into what GUESS JEANS looks like in a physical space. Every GUESS JEANS touchpoint will be noticeably different from what GUESS has achieved before.


To celebrate the launch, GUESS JEANS organized an exclusive dinner on Friday evening at Looiersgracht 60, provided by the Amsterdam food design studio Oficina. Nicolai Marciano organized an invitation-only dinner with friends of the brand, among the guests were Maya Jama, Sainte, Ashlee Janelle, Lissa Brandon, Kirou Kirou, Bnnyhunna, Eben Badu, Esmay Wagemans, Julia van Ee, GogoLupin, Isha van Dijk, Dylan Hasselbank, Carl Cash Knight, Ibby Njoya, Ikael Melchizedek, Dieonte George. After dinner, GUESS JEANS invited friends, family and the Amsterdam community to a party at A’DAM The Loft to enjoy a line-up of DJs and performances from; Jerreau, Tiffany Calver, P-Rallael, Kirou Kirou and Nathifa Efia.


The GUESS JEANS retail concept has created a vision of what the store of the future will look like. A combination of materials, vegetation and lighting that all pay tribute to Southern California, the birthplace of GUESS, forms the basis of the GUESS JEANS retail concept. All fixtures share a minimalist yet detailed design to put the spotlight on the garments available.

Sustainable, innovative and fair materials are central to the design strategy of the GUESS JEANS store. The store in Amsterdam uses bricks made from recycled waste from the marble industry that are produced without the use of gas. It also features furniture made from fiberboard, cork and a variety of other sustainable choices. The space shares the same sustainability values ​​embedded in the GUESS JEANS denim product, created using GUESS AIRWASH™: a state-of-the-art sustainable alternative to stonewashing .

Although they share visual similarities, each GUESS JEANS store will be designed differently, with key flagship stores in Tokyo, Los Angeles and more opening in the coming months. Just as the stores will act as a gathering space for local communities , each design references aesthetics, materials and craftsmanship that are popular in the local area. The Amsterdam store features blue tiles that pay tribute to Delft Blue, chosen for both their story and their beauty, and will feature a curation of artwork from local artists and globally established names.


To celebrate the opening of the Amsterdam store, GUESS JEANS will recreate the immersive experience presented at Pitti Uomo, a panoramic exhibition that offers a carefully curated exploration of GUESS’s rich past with a denim-focused retrospective that pays tribute to the The brand’s humble beginnings and meteoric rise. This journey through the denim archives reveals the brand’s pivotal role in revolutionizing the industry with the popularization of stonewashed jeans in 1981, a defining moment that changed denim fabric forever.

GUESS JEANS introduces an industry-defining stonewashing process that differs from conventional stonewashing. This sustainable innovation significantly reduces water consumption by replacing the use of coarse pumice stones with air and light. Guests are invited to go behind the scenes and see the process of GUESS AIRWASH™ technology. The immersive experience and the opening of the first store continue the story that GUESS JEANS is leading the next 40 years of denim.

The first GUESS JEANS store worldwide can be found at Kalverstraat 157, 1012 XB Amsterdam, the Netherlands.