GUESS JEANS and Allen Iverson revive the nostalgia of the 90s

The basketball legend embodies the exact moment when sport and streetwear began to blend together without asking permission.

GUESS JEANS has just unveiled its new capsule collection with Allen Iverson, where nostalgia for the 1990s is back in full force. Taking as its starting point the iconic 1993 Sports Illustrated photo shoot, when a young Allen wore his favourite GUESS T-shirt, the campaign celebrates his unmistakable style and imposing presence.

The proposal consists of five T-shirts, each featuring portraits of a character who combines rebelliousness, authenticity and modern vision, while celebrating their legacy. The pieces function as snapshots of a cultural moment in which the athlete broke rules, codes and labels.

“Everyone wanted to wear GUESS,” Iverson recalled when talking about his memories of the brand. “In secondary school, it was the best, but I couldn’t afford it back then. My dad gave me a pair once for doing something right — maybe for my grades or something like that. I’ve always had a soft spot for GUESS because it represented the style of that era, and it gave me a different swag when I wore it… It was never about dressing a certain way, I just wanted to be able to afford the clothes I liked. When I made it to the league, I was finally able to buy all the GUESS clothes I wanted. That was my style.”