Denim brands are expanding their footprint in Asia.
Misto Holdings, the distributor of Marithé + François Girbaud, celebrated the opening of the French label’s first store in Greater China on July 3. Located in Xintiandi, Shanghai’s retail and entertainment district, the store was designed to reflect the brand’s signature blend of French casual and contemporary styles.
Marithé + François Girbaud hosted in-store events to celebrate the opening, including a DIY “eco-bag” customization station, photo boots and other branded installations. Chinese actress Ruohan X also made an appearance.
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The store is operated exclusively by Misto. A spokesperson for the company said the Shanghai flagship will be a pivotal point for expanding brand awareness throughout Greater China. Leveraging its market experience and strong local networks, Misto plans to open four additional stores to open this month in major cities including Hangzhou and Beijing.
In Japan, Guess Jeans also celebrated the opening of its first store in Tokyo on July 3. The event welcomed friends and family to gather at the new space located in the lively Jingūmae neighborhood.
The event was followed by a large-scale public party at Zerotokyo with special guests and performances from Loco, Coogie, Monyhorse, Larry June and others. The party was open to the public with free entry.
Like other Guess Jeans stores in Berlin and Amsterdam, the Tokyo flagship combines local design aesthetics with Californian craftsmanship and architecture.
Additionally, Guess regrouped with artist Verdy to curate the “Gift Shop with Friends,” an exclusive popup within the basement of the store, offering limited products designed by himself and local brands. The brand also brought its traveling exhibition “The Next 40 Years of Denim” to the city for a limited time.
“The launch of Guess Jeans in Tokyo marks a pivotal moment in the evolution of our brand. Japan has always been a hub of cultural influence and creative energy that aligns with our vision for the future,” said Nicolai Marciano, Guess Jeans chief new business development officer.
Guess Jeans plans to open a store in Los Angeles this year. A large-scale distribution partnership in India and stores across Italy, Poland, Spain, Greece, France, Turkey and Dubai are also expanding the new brand’s footprint.
