"> Guess and Jeanologia create the sustainable brand “Guess Jeans” - Camaleónicas Guess and Jeanologia create the sustainable brand “Guess Jeans” - Camaleónicas

Guess and Jeanologia create the sustainable brand “Guess Jeans”

Guess has been a leader in setting trends and now presents the launch of “Guess Jeans”, a new independent fashion brand.

Using a new form of clothing technology that they have dubbed “Guess Airwashtm”, they seek to create a new milestone in sustainable fashion. To achieve this, the American brand has joined forces with the Spanish technology company specialized in fibers such as denim known as Jeanologia.

Its official launch was at the Pitti Uomo men’s fashion fair at the Fortezza da Basso in Florence, which is relevant for the industry as it is considered a prelude to Milan fashion week. Therefore, the brand put up an installation called “Guess Jeans.”

A su vez, tienen una exposición inmersiva titulada “Guess Jeans: Los próximos 40 años del denim” en el Teatro Del Maggio.

This new brand is part of the restructuring process of the company led by Nicolai Marciano since 2014, when at the age of 17, he joined the family company as an intern. His work opened up to seeing the management of the company in countries such as Mexico, Morocco and China, and now in Florence as part of Guess Europe.

Directed as a sustainable brand for a young audience.

This first “Pre-Fall 2024” collection presents jeans models for women, between Skinny”, “Mom”, “Midrise” and “Straight”, and for men, with the cuts “Skinny”, “Slim”, “Straight”. ” and “Relaxed.” The average price is 89 euros. Among other novelties is that there will be new points of sale with the brand focus on Guess Jeans.


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