In February 2016, GUESS introduces GUESS Originals, a design initiative that brings together GUESS with leading cultural icons at the forefront of fashion, entertainment, art and design. Drawing inspiration from 30 years of creativity and innovation, each collection celebrates timeless GUESS designs in a contemporary sense by Paul Marciano, GUESS Founder and Chief Creative Officer with a series of genre-defining co-collaborators.
The inaugural GUESS Originals partnership will feature multi-disciplined recording artist A$AP Rocky. The unique collaboration sees A$AP Rocky and Paul Marciano return to the 90’s, when A$AP Rocky and a fashion-obsessed generation grew up alongside GUESS, sporting the iconic triangle logo on the back pocket of their denim jeans.
“Rocky let us know of his personal interest in collaborating with GUESS” said Paul Marciano. “He visited our Los Angeles headquarters and we immediately connected, which is crucial to me when bringing someone into the GUESS family. He had a clear vision and explained what GUESS meant to him growing up and to the hip hop community. He wanted to revitalize that emotion and curate a special collection inspired by classic GUESS pieces.”
“It’s taking archival designs and adding a new twist, and developing new colorways” said A$AP Rocky. “Something for men, women, boys, and girls around the world. It’s a very personal collection: limited and very focused. I think this is dope because hip hop hasn’t seen these color ways and patterns since the early ’90s.”
The collection is Rocky’s interpretation of iconic GUESS styles sold in the 90’s. “Growing up he wore and loved our jeans with the triangle logo on the back pocket and this line is tapping into his incredible artistic vision to create a modern heritage-driven line” said Paul Marciano. “It is a denim-heavy collection with quintessential 90’s influences seen in oversized denim jackets, overalls and logo-centric styles.”
The GUESS Originals x A$AP Rocky collection comprises both men’s and women’s pieces. Light blue acid washes, tencel fabrics and pinstripes reign supreme throughout the collection, with GUESS logo crop tanks and varsity bombers a plenty. Simple fabric choices, uncomplicated design and a classic color palette are evocative of 90’s youth music culture, refined with a contemporary edge. In a subtle nod to the collaborator, the “GUESS Jeans USA” logotype is altered to read $ in GUE$$ throughout both women’s and menswear collections.
The men’s collection features oversized denim trucker jackets, large pocket details and back pocket patch detailing, tailored denim overalls, relaxed shoulder drop neck varsity stripe tees and relaxed drop shoulder mock neck tees and hoodies.
The GUESS Originals x A$AP Rocky collection will be available at select GUESS stores and other leading retailers globally in February 2016.
