LOS ANGELES, June 27, 2025 /PRNewswire/ -- Global expansion has been a key focus for GUESS JEANS, and the Japanese market is now more important to the brand than ever before. Riding the high energy off the brand's major April 2025 Coachella activation with artist VERDY—it's clear that Chief New Business Development Officer Nicolai Marciano is driving cultural momentum in Japan.
The VERDY partnership, announced in March 2025, has been pivotal in amplifying GUESS JEANS' artistic narrative on a global scale while celebrating and influencing Japanese culture. These strategic efforts support the brand's cultural entry into Japan, with plans to extend the collaboration during a Tokyo exhibition alongside the launch of its new flagship store.
Conceived by Nicolai Marciano, the first iteration of 'The Next 40 Years of Denim' exhibition debuted in January 2024 at Pitti Uomo in Florence. Featuring an immersive installation, the exhibition presents an expansive look into the brand's storied past and innovative future. It next appeared in Amsterdam in May 2024 to mark the opening of the first GUESS JEANS European flagship store.
In 2025, the traveling exhibition lands in Tokyo—another milestone in GUESS JEANS' global expansion. It will be hosted at the Yodobashi J6 Building, just off Harajuku Station, the same venue where Spanish brand LOEWE recently presented its Crafted World exhibition. The two-story location will house GUESS JEANS: 'The Next 40 Years of Denim' Exhibition, which, like its predecessors, promises an immersive journey through the brand's disruptive denim legacy—past, present, and future.
The exhibition begins with a labyrinthine retrospective of the brand's American legacy and deep heritage, guiding guests through various chapters of denim innovation. It features an immersive stone installation referencing GUESS AIRWASH technology—the brand's sustainable alternative to traditional stone-washing. A working Denim Lab will provide behind-the-scenes insight into the denim creation process, showcasing original materials, patterns, and washes.
The journey concludes in a customization area where guests will receive a denim tote bag, which they can personalize using on-site laser engraving machines. Local artists such as Ryota Daimon, A Love Movement and others will be offering a range of denim customization experiences such as airbrush art, patches and chain stitching, allowing each guest to craft a one-of-a-kind piece.
Running in tandem with the exhibition, GUESS JEANS will open a new flagship store in Shibuya-ku, just down the street from the exhibition venue. Launching in the heart of Harajuku, the exhibition opens on Friday, July 4, and runs through Monday, July 12—marking a major moment for GUESS JEANS in Japan.
GUESS JEANS: The Next 40 Years of Denim Exhibition Details:
Location: Yodobashi J6 Building (6-35-6 Jingumae, Shibuya-ku, Tokyo)
Dates: Friday 4th July-Monday 12th July
Opening hours:
Admission: Free
RSVP through the link:
https://store.guessjapan.com/ext/guess-jeans/exhibition.html?fbclid=PAZXh0bgNhZW0CMTEAAacHhQt3klPuKIfC3shFY6jNO6ZPjWkKpcAgSmMZTLHmQzpLml2_howaLq32FQ_aem_h_-0QbjMj-Pg7gbTRtb7OQ
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SOURCE Guess?, Inc.
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