GUESS JEANS

GUESS JEANS reconnects with the brand’s denim roots through the sustainable GUESS AIRWASH™ technology. This new, essential line from GUESS—an American pioneer in denim—was officially launched in January 2024 during the Pitti Immagine event in Florence.

With GUESS AIRWASH™, a modern, sustainable alternative to the original stone washing process that GUESS introduced in 1981, the brand aims to reclaim its legacy as a leader in the denim world.

Founded by Nicolai Marciano, GUESS JEANS returns to the essence of the brand that transformed denim fashion. This timeless concept reimagines and enhances the authentic West Coast wardrobe by infusing it with a contemporary vision and modern values.

The launch of the GUESS AIRWASH™ technology redefines the brand’s signature denim production process. When the Marciano brothers founded GUESS in 1981, they pioneered the stone washing technique that revolutionized denim. Today, GUESS AIRWASH™ represents the future of denim: an innovative and sustainable process that recreates the iconic stonewashed look while eliminating the use of pumice stones and significantly reducing water and energy consumption.

The technology was developed by Jeanologia, a long-standing GUESS partner, which holds the global and long-term exclusive rights to GUESS AIRWASH™.