GUESS JEANS is set to transport the world on a revolutionary journey with a monumental immersive experience, redefining the narrative of denim and showcasing the history, innovation, and sustainable futurism of GUESS JEANS.

The brand’s launch at the January 2024 edition of Pitti Uomo featured an installation within the main grounds at Fortezza Da Basso alongside a grand off-site exhibition located at Florence’s most renowned theater; Teatro Del Maggio, from January 9th – 12th, 2024.

Florence holds great significance for the brand and the Marciano family. In 1993 GUESS Europe began in Florence, with the opening of the first European GUESS store in the city in 1994. 30 years later, in the same city that’s rooted in the brand’s history, a new era of denim is announced. GUESS JEANS launches with an immersive exhibition exploring The Next 40 Years of Denim.

The panoramic exhibition embarks upon a curated exploration of GUESS’s storied past with a denim focused retrospective paying homage to the brands humble beginnings, and meteoric rise. This journey into the denim archives unveils the brand’s pivotal role in revolutionizing the industry with the popularization of stonewash jeans in 1981, a defining moment that reshaped the denim landscape forever.

The ethereal “Stone to Air” installation introduces ground-breaking GUESS AIRWASH™ technology. GUESS JEANS place themselves at the forefront of eco-conscious innovation with the introduction of an industry defining air-washing process. Departing from conventional stonewashing, this sustainable innovation significantly reduces water consumption by replacing the use of coarse pumice stones with light and air.

Guests are invited behind the scenes to witness the process of GUESS AIRWASH™ technology and to immerse themselves in the artistry of customisation within the Denim Lab, where original cuts and washes serve as muses for the forthcoming collection. Creating a better future for denim, GUESS JEANS premiers an exclusive look at the new GUESS AIRWASH™ campaign ahead of its forthcoming global launch.

Remembering the brand’s past iconic 40 years of denim innovation, GUESS JEANS invites the world to witness the genesis of a new era in denim— where history, innovation, and sustainability meet – The Next 40 Years of Denim.