Guess is bringing past and future to Japan.
The Los Angeles-based brand will host a week-long “The Next 40 Years of Denim” exhibition in Tokyo. The traveling exhibition will take place July 4-12 at the Yodobashi J6 Building in the heart of Harajuku.
It is timed with the opening of Guess’ new Tokyo flagship in Shibuya-ku, just down the street from the exhibition venue.
“The Next 40 Years of Denim” begins with a “labyrinthine retrospective” of Guess’ denim legacy and heritage, guiding guests through various chapters of denim innovation. It features an immersive stone installation referencing Guess Airwash technology— a technology developed with Jeanologia that eliminates the use of pumice stones and significantly decreases water and energy consumption.
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A working Denim Lab will provide behind-the-scenes insight into the denim creation process, showcasing original materials, patterns, and washes.
The two-story exhibition concludes in a customization area where guests will receive a denim tote bag, which they can personalize using on-site laser engraving machines. Additionally, local artists such as Ryota Daimon, A Love Movement and others will be offering a range of denim customization options such as airbrush art, patches and chain stitching.
Led by Nicolai Marciano, Guess Inc. chief new business development officer, the first iteration of “The Next 40 Years of Denim” exhibition debuted in January 2024 at Pitti Uomo in Florence.
The immersive exhibition next appeared in Amsterdam in May 2024 to mark the opening of the first Guess Jeans European flagship store.
While Guess has seen a decline in other Asian markets, Japan is an area of interest for the brand.
To strengthen its presence in Japan, Guess unveiled a creative partnership with Japanese artist Verdy in March. The partnership included an activation during Coachella in April. Guess said the Verdy partnership has been “pivotal in amplifying Guess Jeans’ artistic narrative on a global scale while celebrating and influencing Japanese culture.”
