GUESS JEANS presents GUESS AIRWASH technologyGUESS JEANS presents GUESS AIRWASH technology

GUESS JEANS presents GUESS AIRWASH technology

For the first time in January 2024 – during Pitti Immagine in Florence, GUESS JEANS presented its legacy as a fashion giant and pioneer in the denim sector.

GUESS AIRWASH™, conceived by Nicolai Marciano (Creative Director), embodies the evolution of the brand that once revolutionized denim culture. This timeless approach represents the authentic American West Coast style that GUESS stands for, with modern values ​​and vision. Building on four decades of experience, GUESS JEANS aims to position itself as a brand for the next four decades of American fashion history.

This innovative technology, developed by Jeanologia and available exclusively to GUESS, renews the classic stonewashed technique in an environmentally friendly way, reshaping the future of denim. Water consumption is significantly reduced through the use of air and bubbles, and the use of pumice stones is eliminated, which significantly reduces both water and energy consumption.

The GUESS JEANS collection features a full range with GUESS AIRWASH™ denim at its core. The Pre-Fall 2024 collection offers eight models with the new technology for jeans, denim shirts and jackets. Jeans will be available in three fits for women (Skinny, Mom, Midrise Straight) and four for men (Skinny, Slim, Straight, Relaxed). Inspired by GUESS designs from the 1980s and 90s, the collection combines the brand identity with contemporary fashion. Rooted in the casual ease of the Californian lifestyle, the collection is complemented by classic pieces that are part of GUESS’s heritage: including the essential T-shirt, the ideal hoodie, the archetypal bomber jacket and the elemental down jacket.

With fabrics made from organic or recycled materials, GUESS JEANS reinvigorates the brand’s heavily denim-influenced history through a young, contemporary mindset that focuses on sustainable manufacturing and authentic fashion. GUESS JEANS marks the first commercial project launched by Nicolai Marciano in his expanded role as Chief New Business Development Officer of GUESS. 42 years after the brand popularized Stonewash, the new technology-driven line symbolizes a full circle for the denim pioneer as it enters the sustainable era of GUESS AIRWASH™. Four decades after the brand set the trend for stonewashed denim, the launch of the technologically innovative line marks a return to roots for the denim trailblazer. With GUESS AIRWASH™ a new era of sustainability begins, closing the cycle of innovations and traditions.

The GUESS JEANS collection will be available in select wholesale stores and retailers worldwide and online from June 2024.