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.