THE NEXT 40 YEARS OF DENIM

IMMERSIVE EXPERIENCE

LOOIERSGRACHT 60 | AMSTERDAM

To celebrate the Amsterdam store launch in the heart of Kalverstraat, GUESS JEANS will recreate an immersive experience embarking upon a curated exploration of GUESS’s storied past with a denim focused retrospective. 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.

GUESS JEANS introduce an industry defining stone-washing process, departing from conventional stonewashing, this sustainable innovation significantly reduces water consumption by replacing the use of coarse pumice stones with light and air. Guests are invited behind the scenes to witness the process of GUESS AIRWASH sustainable technology. The immersive experience and inaugural store opening continue the narrative that GUESS JEANS is leading the next 40 years of denim.

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