The American brand Guess Jeans opened its first Asian flagship store in the Harajuku fashion district in Tokyo. The opening of the four -story shop is part of the expansion plans in Japan, which is currently being led by Nicolai Marciano, the Director of New Business.
The label celebrates the next phase of global expansion with a number of local events. These celebrate both the opening of the store and the community that Guess jeans want to build around the brand. This includes the exhibition “The next forty years of denim” and the pop-up campaign “Gift Shop With Friends”, which is curated by Verdy, a collaboration partner of Guess.
The exhibition, which was previously shown in other regions in which Guess Jeans is active, takes place in the Yodobashi Building J6 and is open to the public until July 12th. On two floors, the brand’s denim inheritance can be experienced in an immersive presentation.
Verdy’s pop-up is intended to underline the “artistic narrative of Guess Jeans worldwide”, according to a press release. The Japanese graphic artist Verdy curated the pop-up in the basement of the Harajuku store. It includes exclusive products he designed himself and articles of local brands.
The label continued its expansion with the flagship store in Tokyo, which Guess jeans called the “beginning of a new era for the brand”. The brand was launched by Marciano in early 2024. Guess Jeans, which is positioned as a “sustainable” denim label, was presented during the Florentine Messe Pitti Uomo and attaches particular importance to denim innovations that determine a large part of the designs.
This article was used with digital tools translated.
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