GUESS JEANS Plants Its Flag in Tokyo With a Cultural Celebration
by Adriano Batista
GUESS JEANS has officially arrived in Tokyo, opening its first Asian flagship store in the heart of the city’s fashion district. The four-story space, designed by Hiroshi Fujiwara of Fragment Design, sits in Jingūmae, just steps from Omotesando Hills and the iconic Cat Street. This is a full-scale cultural takeover, orchestrated by Nicolai Marciano, GUESS JEANS’ Director of New Business.
To mark the occasion, the brand launched a series of events combining fashion, art, and music. The centerpiece is The Next 40 Years of Denim, a traveling exhibition now housed in the Yodobashi Building near Harajuku Station. The immersive showcase traces GUESS JEANS’ legacy (past, present, and future) with private tours for press and notable guests like Korean actor Park Seo Jun, rapper Zico, and dancer Reo Sano.
Collaboration is key to the brand’s Tokyo debut. VERDY, the influential Japanese designer, curated a basement pop-up called Gift Shop with Friends, featuring exclusive items made with local brands.
The celebrations peaked with a flagship opening event on July 3, followed by a massive public party at ZEROTOKYO. Free and open to all, the night featured performances by Loco, Coogie, Monyhorse, and Larry June.
Check it out below:
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