GUESS JEANS at Pitti Uomo 105

In 1993 GUESS Europe began in Florence, with the opening of the first European GUESS store in the city in 1994. 30 years later, in the same city that’s rooted in the brand's history, a new era of denim is announced. GUESS JEANS launches with an immersive exhibition exploring THE NEXT 40 YEARS OF DENIM.The exhibition embarks upon a curated exploration of GUESS's storied past with a denim focused retrospective paying homage to the brands humble beginnings, and meteoric rise. This journey into the denim archives unveils the brand's pivotal role in revolutionizing the industry with the popularization of stonewash jeans in 1981, a defining moment that reshaped the denim landscape forever.

The ethereal “Stone to Air” installation introduces GUESS AIRWASH, an industry-defining stone-washing process, which places GUESS JEANS at the forefront of eco-conscious innovation.

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Escaping the Glass Cage

November 19, 2024

For years, she stood still, watching life rush past her, a quiet observer behind the glass. Now, the glass is broken, and she steps out into the unknown. She walks through the city, caught between two worlds—part of it, yet apart from it.

Her journey is quiet but bold, searching for something she’s never understood, something just out of reach. On church steps and under glowing city lights, she questions everything: the rules, the past, and where she truly belongs. Each step feels both freeing and uncertain.

A curious soul in a borrowed life, she keeps moving forward, leaving behind only whispers of her escape, like a fleeting shadow in the night.