GUESS JEANS Opens First Store in Amsterdam

Ruth Van Soom

26 May 2024
Fashion

GUESS JEANS Opens First Store in Amsterdam

Iconic California-based denim brand GUESS JEANS recently launched its first European store in Amsterdam, located on Kalverstraat. Under the leadership of Nicolai Marciano, Chief New Business and Development Officer, the store’s design draws inspiration from the typical California landscape.

Amsterdam has always been a significant market for GUESS and the denim industry, making it an ideal location for the brand’s European debut. The store design pays homage to Southern California while also incorporating local elements like blue tiling inspired by Delfts blue and art from local and international artists.

Sustainability, innovation, and transparency are central to the design strategy of the GUESS JEANS store. The Amsterdam location, for example, incorporates bricks made from recycled marble industry waste, produced without gas. The store also features furniture from exposed fiberboard, cork, and other eco-friendly materials. This commitment to sustainability mirrors the values of GUESS JEANS denim, which is manufactured using GUESS AIRWASHTM.

Revolutionizing the Denim Industry with GUESS AIRWASHTM

GUESS pioneered commercializing stone-wash denim in the 1980s, a process that gave jeans a worn, vintage look that became highly popular. However, traditional stone washing involves using pumice stones and large amounts of water, which results in significant environmental harm. The process generates vast amounts of wastewater laden with stone particles and chemicals, leading to water pollution. Additionally, the constant abrasion wears out the denim quickly, reducing its lifespan and contributing to increased textile waste.

Since sustainability is central to the brand, the new collection features GUESS AIRWASHTM technology, a sustainable innovation developed in collaboration with Jeanologia. This technology replaces traditional stone washing with air and bubbles, significantly reducing water and energy consumption. It not only redefines the classic West Coast wardrobe with modern values but is also exclusive to GUESS for an extended period.

GUESS JEANS: Sustainable Denim with Retro Vibes

The collection includes a range of denim products—jeans, shirts, and jackets—offered in various fits for both women and men. The designs blend iconic styles from the ’80s and ’90s with modern aesthetics, reflecting the casual ease of the Californian lifestyle that captivated the Marciano brothers in 1978. All fabrics used are organic or recycled, emphasizing the brand’s commitment to sustainability.

The face of the new campaign is no one less than Iris Law. The British actress and model embodies the modern GUESS Girl, reflecting the brand’s contemporary vision and heritage. She features in a campaign photographed by Rafael Pavarotti, showcasing the first GUESS JEANS collection in minimalist settings.

Visit the new GUESS JEANS store at Kalverstraat 157, 1012 XB in Amsterdam, The Netherlands.

Photo credits: Guess Jeans and Rafael Pavarotti

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