Fashion brand Guess plans to launch a new jeans collection alongwith the brand’s new Guess Airwash technology at Pitto Uomo in Florence.
Developed by Jeanologia, Guess’ longtime partner, the new Guess Airwash technology offers a sustainable alternative to stone washing. The technology replaces the water used in stone washing with air and bubbles. This eliminates the use of pumice stones thereby causing a significant reduction in energy consumption.
The new Guess’ jeans collection will offer complete wardrobe solutions and comprise eight airwashes across denim pants, denim shirts and denim jackets. The collection will offer Jeans in three sizes for women — skinny, mom and mid-rise straight. It will also offer four sizes for men including skinny, slim, straight and relaxed.
The collection will combine the graphic designs of the 80s and 90s with contemporary fittings. It will be available in select wholesale and retailers worldwide and online starting in June. Denim pants in the collection will retail at €89. The first collection will offer 56 designs for women and 58 for men.
Guess also plans to expand its standalone stores by introducing an in-store concept based on the brand’s Californian heritage. The brand will open seven stores in the firs phase of this expansion. The first of these stores will be opened in Amsterdam followed by Los Angeles, Milan, London, Barcelona and Tokyo.
In the second phase, Guess Jeans will roll out 12 stores in 2025.
