GUESS JEANS at Pitti Uomo: The Next 40 Years of Denim
by Adriano B.
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:
Reebok Nano X4: The Ultimate Training Shoe for All Athletes
Louis Vuitton Spring/Summer 2024 Campaign
POP MART, the famous designer collectible toy brand, has just arrived in Barcelona. This event marks a milestone in the city, which becomes one of the most prominent destinations for fans of limited edition figurines and pop… »
This collaboration blends Lamborghini’s sleek car designs with Balenciaga’s fashion flair.
Libor Baštinec photographed and styled by Stefan Levchenko, in exclusive for Fucking Young! Online.
We caught up with Danish band WhoMadeWho, comprised of Tomas Høffding, Tomas Barfod and Jeppe Kjellberg, following their epic Berlin show last month.
Calling all Trainers! Pack your bags for an epic adventure with the new Pokémon x Eastpak collection.
Find out who are the winners of the different categories of The Fashion Awards 2024, held at the Royal Albert Hall in London.
The limited edition capsule collection is a must-have for fans of both brands, and the launch party was a memorable event that showcased the collection in all its glory.
This award is a reminder that fashion is more than just clothes. It’s a way to express yourself, tell stories, and even break new ground.
The “Uniform of the Streets” graphic is woven into the fabric of the garments, adding a touch of luxury to the streetwear aesthetic.
Demna Gvasalia’s Fall 2025 collection for Balenciaga is unveiled through a series of personal snapshots, offering a glimpse into the designer’s creative process.
Trung and Aaron photographed by Sieme Hermans and styled by Xander Pauwels, in exclusive for Fucking Young! Online.
Take a look at Haider Ackermann’s first collection as creative director of fall/winter specialist clothing brand Canada Goose.
K-Gold Temporary Gallery in Greece presents the solo exhibition “Power Love” by German photographer Anne Morgenstern.
Giacomo Dottorini and Mathias Soum shot by Andrea Reina and styled by Simone Morelli, in exclusive for Fucking Young! Online.
Zalando’s new study, “Cultural Ties,” takes a look at streetwear culture in some of Europe’s biggest cities.
Dae, Christian, and Mateo photographed by Juan Retallack and styled by Danilo Salazar, in exclusive for Fucking Young! Online.
Inspired by the beauty of Oscar Wilde’s The Selfish Giant and Dima Mikhayel Matta’s poem Beirut, the collection explores the complex interplay of love, loss, and defiance.
The Zalando Visionary Award 2025 shines a spotlight on three innovative brands: FEBEN, IAMISIGO, and Rave Review.
Captured by Annie Leibovitz, the campaign is a narrative of two parallel journeys, marked by both individual triumphs and shared experiences.
Ruel, the Australian singer-songwriter, has unveiled his latest single, “Made It Awkward.”
This collaboration between Lacoste and Maison Château Rouge represents a celebration of diversity and cultural exchange.
The Tom of Finland Art & Culture Festival returns to Los Angeles, celebrating its 40th anniversary with a focus on “Art Speaks Through Us.”
DSQUARED2, the Italian brand founded and creatively directed by Dean and Dan Caten, presents its Pre-Fall 2025 collection.
MM6 Maison Margiela presents its Pre-Fall 2025 collection of clothing and accessories through a lookbook.
This collaboration between Massimo Dutti and Marina Abramović offers a unique opportunity to engage with her work and appreciate her artistic vision.
Zalando’s new study, “Cultural Ties,” takes a look at streetwear culture in some of Europe’s biggest cities.
This latest release shows a different side of the artist, blending a slower, more reflective sound with energetic house beats.
Whether you’re heading to a holiday party or a New Year’s Eve bash, this collection has you covered.
AMI’s Holiday collection is all about cozy vibes and good times.
In exclusive for Fucking Young!, photographer Olie Allie captured Grammy-nominated R&B vocalist SiR, one of the hottest voices in this contemporary scene at The Standard, London, styled by Chalisa Guerrero.
