GUESS JEANS at Pitti Uomo: The Next 40 Years of Denim
by Adriano Batista
GUESS JEANS is celebrating its 40th anniversary with a spectacular immersive experience that showcases its history, innovation and sustainable futurism. GUESS is presenting its new GUESS JEANS line at the January 2024 edition of Pitti Uomo.
The launch features two stunning installations that will take visitors on a journey through the past, present and future of denim. The first installation, located on the main grounds of the Fortezza Da Basso, displays the brand’s rich heritage and legacy, with a curated selection of denim pieces from its archives. The second installation, located in the Teatro Del Maggio, one of Florence’s most renowned theaters, reveals the brand’s cutting-edge innovation and vision, with a showcase of its new GUESS AIRWASH technology and campaign.
Florence holds a special place in the heart of GUESS and the Marciano family, who founded the brand in 1981. In 1993, GUESS Europe began in Florence, and the first European GUESS store opened in the city in 1994. Thirty years later, the brand returns to its roots to unveil a new era of denim. The brand has always been a pioneer in the denim industry, revolutionizing the market with the introduction of stonewashed jeans in 1981, a technique that gave jeans a softer and more worn-in look. The brand also became famous for its iconic advertising campaigns, featuring models such as Claudia Schiffer, Naomi Campbell and Anna Nicole Smith.
Now, GUESS JEANS is leading the way in eco-conscious innovation, with the launch of its GUESS AIRWASH technology, an air wash process that replaces the use of water and pumice stones with light and air. This sustainable innovation significantly reduces water consumption and environmental impact, while creating unique and beautiful denim washes.
Visitors of the immersive experience will be able to see the GUESS AIRWASH technology in action, and learn more about the process and the benefits. They will also be able to immerse themselves in the craftsmanship of customization in the Denim Lab, where they can create their own personalized denim pieces, inspired by the original cuts and washes of the brand.
GUESS JEANS is not only looking back at its 40 years of denim innovation, but also looking forward to the next 40 years of denim.
Check out some images of the installations at Pitti below:
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