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For five decades, Pitti Uomo<\/a> has transformed Florence into the global epicenter of menswear, setting the stage at the historic Fortezza da Basso. This legendary week is more than just a trade show\u2014it\u2019s a spectacle, where well dressed gentlemen roam the city\u2019s cobbled streets, forging the future of men\u2019s fashion.<\/p>\n

Last year, GUESS unveiled its latest venture: GUESS Jeans<\/a>, spearheaded by Nicolai Marciano<\/a>, son of founder Paul Marciano. Now making its third consecutive appearance at Pitti Uomo, GUESS Jeans is a reimagination of the brand\u2019s iconic denim heritage\u2014honoring the past while embracing its future. Having grown up within the GUESS empire, Nicolai Marciano\u2019s deep-rooted connection to the brand now manifests in a fresh, forward-thinking vision for the next generation.<\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":119045,"id":119045,"title":"SM_01478-HDR-Modifica","filename":"SM_01478-HDR-Modifica.jpg","filesize":570909,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2025\/01\/SM_01478-HDR-Modifica.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/guess-jeans-at-pitti-uomo-a-new-chapter-for-denim\/sm_01478-hdr-modifica\/","alt":"","author":"1","description":"","caption":"","name":"sm_01478-hdr-modifica","status":"inherit","uploaded_to":119032,"date":"2025-01-20 17:28:27","modified":"2025-01-20 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It\u2019s easy to romanticize the past, especially with a legacy as rich as GUESS. But Nicolai Marciano is on a mission to bridge nostalgia with innovation. Denim has always been the beating heart of GUESS, and with GUESS Jeans, it takes center stage once more. At Pitti Uomo #105, the brand introduced its revolutionary GUESS AIRWASH\u2122 technology\u2014a sustainable reinvention of traditional stone washing. Now, at Pitti Uomo #107, the concept takes an immersive turn.<\/p>\n

This season, GUESS Jeans is set to captivate Florence with a full-scale takeover. The brand transformed the windows of the iconic Florence Rinascente store into an experiential showcase of GUESS AIRWASH\u2122, bringing the intricate process to life. Meanwhile, at the Fortezza da Basso showroom, guests will step inside a world where sustainability meets their innovative denim technology\u2014blending the technical with the tangible.<\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":119036,"id":119036,"title":"359A1727","filename":"359A1727.jpg","filesize":229231,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2025\/01\/359A1727.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/guess-jeans-at-pitti-uomo-a-new-chapter-for-denim\/359a1727\/","alt":"","author":"1","description":"","caption":"","name":"359a1727","status":"inherit","uploaded_to":119032,"date":"2025-01-20 17:25:09","modified":"2025-01-20 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But GUESS Jeans isn\u2019t just making a statement on the showroom floor; they\u2019re redefining the Pitti Uomo experience. Taking over Florence in true GUESS style, they hosted an unmissable party at the industrial Stazione Leopolda. The atmosphere? Less traditional fashion soir\u00e9e, more Berlin underground rave\u2014complete with DJ sets by DJ Hiver, DJ Tennis, and Francesco Del Garda. The night unfolded as a journey, guiding guests through the \u201cStone to Air\u201d space\u2014a conceptual nod to the brand\u2019s shift from conventional stone washing to the innovative GUESS AIRWASH\u2122 technology. The experience culminated in \u201cAlcatraz,\u201d a raw, industrial setting where the night reached its peak, transforming the revolution into an unforgettable celebration.<\/p>\n"},{"acf_fc_layout":"gallery","gallery":[{"ID":119034,"id":119034,"title":"359A0616","filename":"359A0616.jpg","filesize":373021,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2025\/01\/359A0616.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/guess-jeans-at-pitti-uomo-a-new-chapter-for-denim\/359a0616\/","alt":"","author":"1","description":"","caption":"","name":"359a0616","status":"inherit","uploaded_to":119032,"date":"2025-01-20 17:24:08","modified":"2025-01-20 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