
GUESS JEANS returns to Pitti Uomo with the future of denim
For a takeover and a special party dedicated to the brand's community
January 16th, 2025
GUESS JEANS will once again be one of the main players at Pitti Uomo 107, in Florence, with a takeover that combines innovation and tradition in the world of denim. From the vibrant heart of the Fortezza da Basso to the Rinascente windows in Piazza della Repubblica, the brand will present the next chapter of denim, continuing to revolutionize the industry with contemporary aesthetics and sustainable production processes. The GUESS AIRWASH™ technology, developed in collaboration with Jeanologia, eliminates the use of pumice stones in stone wash treatment, replacing them with air and water, marking a decisive step towards an eco-friendly future without giving up the vintage charm that has made GUESS an icon. The technology was previewed by the brand at Pitti Immagine Uomo 105, and this year it is ready to return to the spotlight in the heart of Florence.
The return of GUESS JEANS to Florence coincides with a strategic expansion by the brand that spans the globe. In 2025, Nicolai Marciano, Chief New Business Development Officer, will present the opening of new flagship stores in Tokyo, Los Angeles, Poland, and Dubai, consolidating the brand's global positioning. Florence, the city that in 1994 hosted the first European GUESS store, thus becomes a symbolic crossroads, uniting the landscapes of California with the Western Americana looks, the stylistic roots of the brand. The immersive experience continues with a pop-up store at Rinascente and an exclusive GUESS JEANS party at Stazione Leopolda, featuring DJ sets by Hiver, DJ Tennis, and Francesco Del Garda, bringing attention to the connection between aesthetics, music, and sustainability. In addition to representing a unique opportunity to discover the brand's new projects, GUESS JEANS events at Pitti Uomo celebrate the global community that the brand has built over the years. This community comprises customers and brand enthusiasts who love the lifestyle and values embodied by GUESS JEANS: innovation, sustainability, and tradition. After a successful 2024, the brand is preparing to expand its horizons worldwide, to celebrate and further grow its community.