From January 9th to 12th, Guess Jeans was available as an immersive experience at Pitti Immagine Uomo in Florence, tracing a journey through four decades of denim innovation. The brand still presents its Airwash technology for jeans, which is intended to replace the classic stonewash process and use air and bubbles instead of water. This reduces water and energy consumption. Guess Airwash was conceived by creative director Nicolai Marciano, son of Guess co-founder Paul Marciano.
“With the introduction of Guess Airwash, Guess Jeans is revolutionizing the brand mechanics: the stonewashed technology established by the Marciano brothers with Guess in 1981, which had a lasting impact on the look of denim, is undergoing a modern transformation through Guess Airwash,” the brand comments in a press release .
“This innovative technology, developed by Jeanologia and available exclusively to Guess, renews the classic stonewashed technique in an environmentally friendly way, reshaping the future of denim. “This significantly reduces water consumption through the use of air and bubbles and eliminates the use of pumice stones, which significantly reduces both water and energy consumption,” adds Guess.
The Pre-Fall 2024 collection offers eight models with the new technology for jeans, denim shirts and jackets. Jeans will be available in three fits for women (Skinny, Mom, Midrise Straight) and four for men (Skinny, Slim, Straight, Relaxed). They were inspired by the Guess designs of the 1980s and 90s and cost around 89.00 euros per pair of jeans.
The Guess Jeans collection will be available in select wholesale stores and retailers worldwide and online from June 2024.