Guess Jeans launches new denim line with revolutionary technology

With Iris Law as the image of the campaign, captured by renowned photographer Rafael Pavarotti, GUESS JEANS marks the beginning of a new era in the denim industry, showing.

Since its inception in 1981, GUESS has been synonymous with denim fashion, setting trends with its iconic stonewash. Now, more than four decades later, the brand is taking another step into the future with the introduction of GUESS AIRWASH, a revolutionary technology that redefines this process. Developed in collaboration with Spanish technology company Jeanologia, GUESS AIRWASH uses air and bubbles instead of water and pumice stones, drastically reducing water and energy consumption. This innovation not only marks a milestone in sustainability, but also underscores GUESS’ commitment to the environment.

The inaugural GUESS JEANS collection, made with this cutting-edge technology, features a variety of denim garments treated like never before. For women, styles include skinny, mom and midrise straight, while for men, options include skinny, slim, straight and relaxed. Inspired by archival designs from the ’80s and ’90s, this collection not only pays homage to the brand’s signature Americana essence, but also combines it with a contemporary vision to offer a complete and accessible closet.

In addition to the innovative use of GUESS AIRWASH, the brand reaffirms its commitment to sustainable fashion by using fabrics made from organic or recycled materials. Each garment represents a breakthrough in terms of technology and sustainability, and also reflects the American brand’s dedication to responsible fashion.

The new Guess Jeans collection is available both on guess.eu and at its first flagship store in Amsterdam, which is the start of a new fleet of flagship stores for the American brand. With this new direction, GUESS continues its legacy as a pioneer in denim fashion, but also sets the stage for a new era in the industry that poses new challenges.

GUESS AIRWASH is the promise that fashion can be sustainable without sacrificing style or quality. It is the future of denim fashion materializing before our eyes. And you, are you ready to join the GUESS AIRWASH revolution?

Everything you need to know about the next edition of Pitti Uomo.