Discovering Sustainable Denim by Guess Jeans
Guess, a symbolic name in denim, presented a new project with global reach at Pitti Uomo: Guess Jeans, a line led by Nicolai Marciano that's strongly oriented toward eco-conscious practices. The new brand uses Airwash technology, a sustainable alternative to traditional stone washing that replaces much of the water used in traditional stone washing with air and bubbles, eliminating the use of pumice stones, and significantly reducing water consumption and energy.
At the same time, aiming to innovate the denim panorama, Guess Jeans combines its sustainable vocation with a dialogue with the younger generations and with the world of casual, a strategic objective for constantly evolving fashion. Revisited in a modern fit, Guess Jeans garments are embellished with archive graphic emblems and imbued with the cultural and subcultural connections that characterize the history of the brand. A nostalgia that has its roots in the black-and-white campaigns of the '80s and extends to the brand's affinity with the hip-hop community in the early '90s. All fabrics, made from organic or recycled materials, bring a new vitality to the brand's history, embracing a young and contemporary perspective focused on sustainability and authentic fashion. The first Guess Jeans collection will be available starting in June 2024.
"Created by Nicolai Marciano, Guess Jeans represents the next era of denim fashion, with a clear commitment to sustainability and cutting-edge innovation," Guess said in a press release. The full line of denim-focused basics captures the essence of Guess, seamlessly blending the brand's rich heritage with a contemporary perspective. On the communication front, however, the new label is focusing everything on a dynamic marketing strategy aimed at capturing the attention of the younger generations, particularly consolidating its presence in men's fashion.
From: Esquire IT
