The new brand and store chain of the US fashion group Guess Inc. was conceived by Nicolai Marciano, who holds the position of Chief New Business and Development Officer.
With the Guess Jeans brand profile, the store design features Californian vibes and focuses on sustainable innovations at the same time, while the exhibition on Guess Jeans’ Airwash technology can also be seen in Berlin. Presented at Pitti Uomo in January, the technology is intended to replace the classic stonewash process and use air and bubbles instead of water to reduce water and energy consumption.
Each Guess Jeans store will have an individual store design tailored to local conditions and cultural details. The launch in Amsterdam and Berlin will be followed by large flagship stores in Los Angeles, Tokyo and further cities. These are due to open in the coming months.
