Originally, the stonewashed technology was established by the Marciano brothers with GUESS in 1981 – and has left a lasting impact on denim aesthetics. Now, GUESS AIRWASH™, an innovative technology developed exclusively for GUESS by Jeanologia, is giving the classic stonewashed technique a modern and environmentally friendly twist, reshaping the future of denim. Through the use of air, it significantly reduces water consumption and eliminates the need for pumice stones, leading to substantial reductions in both water and energy consumption.
These modern-cut pieces are adorned with graphic archive emblems, reflecting the cultural and subcultural influences ingrained in GUESS history since the 80s, including impactful black and white campaigns and early connections to the 90s hip-hop scene. Utilizing fabrics crafted from organic or recycled materials, GUESS JEANS reinvigorates its denim-centric history with a youthful, sustainability-focused perspective on authentic fashion.
This philosophy is reflected in Nicolai Marciano’s generational strategy at GUESS JEANS. Born in 1996, he received training within the family business during his formative years under the guidance of his father. In 2016, he took the lead in orchestrating the collaboration between artist A$AP Rocky and GUESS. Drawing from his direct experience of the brand’s influence on culture and subculture during his youth, GUESS JEANS stands as Nicolai Marciano’s first commercial venture in his extended role as the Chief New Business Development Officer at GUESS.
After four decades of pioneering stonewash, this technology-infused line marks a complete revolution for the denim trailblazer, embracing the sustainable era introduced by GUESS AIRWASH™. The launch of this technologically innovative line, four decades since it set the stonewash denim trend, symbolizes a return to the brand’s origins. With GUESS AIRWASH™, a fresh era of sustainability begins, encapsulating the perpetual cycle of innovation and tradition.