Central to the first collection is Guess Airwash, a sustainable alternative to traditional stone washing, developed in partnership with Jeanologia. By significantly reducing water and energy consumption, this technology represents a leap forward in eco-friendly denim production.
Guess Jeans’ inaugural collection features a diverse range of denim pieces for both men and women, drawing inspiration from GUESS’s rich archive. These garments, updated with modern fits and adorned with graphic emblems, tap into a sense of nostalgia while embracing sustainability through the use of organic and recycled materials. Each design in the collection reflects Guess’s commitment to making sustainable fashion attainable for a wide audience, marking marking its transition into a new era of denim innovation and environmental consciousness.
The debut Guess Jeans Summer 2024 collection will be available on May 21 at the first of a new fleet of Guess Jeans flagship stores and at guessjeans.com
