Thus reinforcing the brand’s commitment to sustainability and conscious design.
The brand’s latest innovation is called PrintWave Denim, a new textile technology that will debut in the GUESS ECO FW25 collection. It reinterprets one of the company‘s fundamental pillars—denim—through a fabric that at first glance looks like worn, authentic jeans, but is actually ultra-soft cotton sports trousers. A duality that transforms the everyday into the essential, with relaxed, versatile garments and a touch of sophistication.
Two essentials stand out in the women’s collection: low-rise baggy jeans, faithful to the Y2K aesthetic that continues to dominate current fashion; and the Astrid shacket, a hybrid between an overshirt and a denim jacket. For men, the best-selling Angel fit returns in Sanctuary, with distressed knees; and the Damon relaxed fit in Artistic, with an effortless spirit.
Beyond aesthetics, the GUESS ECO programme continues to focus on responsible processes, sustainable materials and a circular vision of fashion.
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