GUESS JEANS Unveils Eco-Friendly GUESS AIRWASH™ Tech, Redefining Denim Cool for the Next Gen
JULY 22, 2024 → WORDS BENJAMIN SCHIFFER
GUESS JEANS, the latest venture from denim pioneer GUESS, has introduced the game-changing GUESS AIRWASH™ technology. Designed by Nicolai Marciano, this innovation breathes new life into denim with a sustainable twist, marking a shift towards eco-conscious fashion. Building on their legacy as denim trailblazers, GUESS now presents a modern, environmentally friendly alternative to traditional Stonewashing techniques.
GUESS JEANS made a splash at the Pitti Immagine Uomo 105 in January 2024 with the unveiling of GUESS AIRWASH™. This cutting-edge technology minimizes water usage in the Stonewashing process, replacing it with air and bubbles while eliminating the need for pumice stones. Developed in partnership with Jeanologia, the exclusive GUESS AIRWASH™ technology showcases the brand’s commitment to innovation and sustainability.
In celebration of the recent store opening in Amsterdam, GUESS JEANS hosted an immersive exhibition, offering guests a firsthand look at the GUESS AIRWASH™ process. This event not only marked a milestone for the brand but also highlighted their vision for the future of denim.
GUESS JEANS, spearheaded by Nicolai Marciano, redefines the West Coast aesthetic with GUESS AIRWASH™ at its core. Embracing modern values and a timeless style, the brand’s new collection sets the stage for the next era of denim fashion.
With the recent opening of the flagship store in Berlin, GUESS JEANS continues to expand its global presence, catering to the vibrant and fashion-forward community in the heart of the city. The store in Berlin Mitte embodies the brand’s commitment to sustainability and style, offering a unique shopping experience that combines innovative design with a nod to local aesthetics. The store features orange tiles inspired by the Rosenthaler Platz subway station nearby, paying homage to the city’s iconic landmarks.
The Berlin shop is part of GUESS JEANS’ vision to create a network of stores that serve as hubs for local communities, each reflecting the unique culture and artistry of its surroundings. As Berlin’s trendsetters flocked to the recent shop opening in Berlin Mitte, GUESS JEANS solidified its status as a cultural icon. With the introduction of GUESS AIRWASH™, the brand paves the way for a more sustainable and stylish future in the world of denim.
GUESS JEANS Unveils Eco-Friendly GUESS AIRWASH™ Tech, Redefining Denim Cool for the Next Gen
JULY 22, 2024
WORDS BENJAMIN SCHIFFER
GUESS JEANS, the latest venture from denim pioneer GUESS, has introduced the game-changing GUESS AIRWASH™ technology. Designed by Nicolai Marciano, this innovation breathes new life into denim with a sustainable twist, marking a shift towards eco-conscious fashion. Building on their legacy as denim trailblazers, GUESS now presents a modern, environmentally friendly alternative to traditional Stonewashing techniques.
GUESS JEANS made a splash at the Pitti Immagine Uomo 105 in January 2024 with the unveiling of GUESS AIRWASH™. This cutting-edge technology minimizes water usage in the Stonewashing process, replacing it with air and bubbles while eliminating the need for pumice stones. Developed in partnership with Jeanologia, the exclusive GUESS AIRWASH™ technology showcases the brand’s commitment to innovation and sustainability.
In celebration of the recent store opening in Amsterdam, GUESS JEANS hosted an immersive exhibition, offering guests a firsthand look at the GUESS AIRWASH™ process. This event not only marked a milestone for the brand but also highlighted their vision for the future of denim.
GUESS JEANS, spearheaded by Nicolai Marciano, redefines the West Coast aesthetic with GUESS AIRWASH™ at its core. Embracing modern values and a timeless style, the brand’s new collection sets the stage for the next era of denim fashion.
With the recent opening of the flagship store in Berlin, GUESS JEANS continues to expand its global presence, catering to the vibrant and fashion-forward community in the heart of the city. The store in Berlin Mitte embodies the brand’s commitment to sustainability and style, offering a unique shopping experience that combines innovative design with a nod to local aesthetics. The store features orange tiles inspired by the Rosenthaler Platz subway station nearby, paying homage to the city’s iconic landmarks.
The Berlin shop is part of GUESS JEANS’ vision to create a network of stores that serve as hubs for local communities, each reflecting the unique culture and artistry of its surroundings. As Berlin’s trendsetters flocked to the recent shop opening in Berlin Mitte, GUESS JEANS solidified its status as a cultural icon. With the introduction of GUESS AIRWASH™, the brand paves the way for a more sustainable and stylish future in the world of denim.