Image Courtesy of GUESS JEANS.
In an era where heritage is our last true anchor, GUESS JEANS emerges as an extension of the GUESS universe. Launched one year ago, it stands at the intersection of nostalgia and innovation and is driven by Nicolai Marciano, son of co-founder Paul Marciano. Focusing not solely on design, this new chapter strives to push values rooted in sustainability and storytelling. At its core, the revolutionary GUESS AIRWASH™ technology signals a shift, redefining what the future of denim looks like. As the brand marks its first anniversary, SLEEK speaks with Marciano about the milestones, the Gen Z connection, and how innovation is reshaping the landscape of heritage fashion.
SLEEK This year marks the first anniversary of GUESS JEANS. Looking back, what were the most defining milestones?
NICOLAI MARCIANO The biggest milestone was seeing the project come to life – especially the way in which consumers engage with GUESS JEANS. We’ve opened seven stores worldwide and hosted key events to shape our storytelling. Right now, we’re still in the launch phase, establishing our identity, educating a younger audience, and reconnecting an older one with the GUESS legacy.
Image Courtesy of GUESS JEANS.
S How did growing up with the GUESS legacy shape your vision for GUESS JEANS?
NM GUESS looks back on four decades of history, apparel, nostalgia, and legacy. The story differs depending on the era or region. In America, it’s deeply tied to denim and West Coast culture, while in Europe, it’s a full lifestyle brand. When I started at 17, rediscovering GUESS’ roots became my biggest inspiration. After connecting to its legacy, it was my greatest desire to bring it back into the market. GUESS JEANS is the result of that.
S How do you cater to such a complex generation like Gen Z with GUESS JEANS?
NM I believe in the power of product and aesthetics. Denim is timeless and universal – regardless of personal taste. We initially didn’t target Gen Z, but sustainability became a core pillar of GUESS JEANS, and it happens to be something this target group cares about deeply. GUESS AIRWASH™ is key to our rebranding and the reason why we are doing it. Then there’s also my personal perspective. At 28 years old, I’m part of this audience, too.
Image Courtesy of GUESS JEANS.
S How do you feel GUESS AIRWASH™ contributes to sustainability?
NM Just as GUESS revolutionised denim and disrupted the scene in the Eighties with stone-washed jeans, we aim to do the same with GUESS JEANS – except that now, innovation is more about sustainability and less about fashion. Denim has been explored, designed, and developed for the past 40 years. Now, we focus on production methods. I don’t really see how someone could come in and change the paradigm from a design standpoint. But I hope that GUESS AIRWASH™ inspires the entire industry and becomes a new norm.
S How do you balance paying homage to GUESS’ past while pushing boundaries to create something entirely new?
NM We are always trying to keep the balance between innovation and heritage when we are adding a technical or sustainable component at GUESS JEANS. Our archive stretches 40 years, and I want to stay true to the brand while adding a tasteful approach to our classic aesthetics.
Image Courtesy of GUESS JEANS.
S As part of a family business, you’ve had a unique experience building GUESS JEANS. What are the biggest advantages and challenges of working within a family business?
NM It makes my work feel more interesting and purposeful; it is very personal. Everything I do, I do it for the family. It is a very intense connection, but I don’t think that’s also what makes it challenging. I’m extremely dedicated on a personal level. So, it’s only a good thing.