As part of its pre-fall collection, Guess Jeans is using a new washing process for the first time that significantly minimizes the use of water and energy. The pieces created using this Guess Airwash™ technology will be available from June 2024.

The production of denim is one of those things. Lots of water, lots of chemicals, lots of pollution. Jeans giant Guess Jeans has been working for years to constantly improve its processes. The latest coup: Guess Airwash™ technology, which uses air and bubbles instead of water, thus reducing water and energy consumption to a minimum. In contrast to the classic stonewash process, pumice stones are no longer used here. The brains behind this denim revolution is Guess Jeans Creative Director Nicolai Marciano, who is working together with founder Paul Marciano to make the production of denim even better. In collaboration with the company Jeanologia, a process has been developed that improves the production of denim many times over. Jeanologia’s mission: to make the textile industry ethical, sustainable and eco-efficient by reducing the use of water, energy and chemicals as well as the pollution generated during production.

The first pieces, which are given their typical patina using the Guess Airwash™ process, are from the Pre-Fall 2024 collection: shirts, jackets and jeans inspired by models from the 80s and 90s in three fits for her and four for him are waiting to be worn by us out into the world

Guess revolutionizes fashion with a new denim process

The modern cut garments are adorned with graphic archive emblems and reflect the cultural and subcultural influences that have been part of the Guess Jeans story since the 80s, including the striking black and white campaigns and the early connection to the 90s hip-hop scene. With fabrics made from organic or recycled materials, Guess Jeans revitalizes the brand’s heavily denim-influenced history through a young, contemporary mindset that focuses on sustainable manufacturing and authentic fashion. In the 1980s, Guess Jeans made denim fashionable; in the 2020s, Guess Jeans makes jeans sustainable at affordable prices – denim pants are sold for 89.00 euros.

This mentality is reflected in the generational perspective of Nicolai Marciano from Guess Jeans. Born in 1996, he spent his formative years training in the family business under the guidance of his father. In 2016, he initiated the collaboration between the artist A$AP Rocky and Guess. Reflecting his own familiarity with the brand’s influence on culture and subculture in his youth, Guess Jeans marks the first commercial project launched by Nicolai Marciano in his expanded role as Chief New Business Development Officer of Guess. 42 years after the brand popularized Stonewash, the new technology-driven line symbolizes a full circle for the denim pioneer as it enters the sustainable age of Guess Airwash™. Four decades after the brand set the trend for stonewash denim, the launch of the technologically innovative line marks a return to its roots for the denim trailblazer. With Guess Airwash™, a new era of sustainability begins, closing the cycle of innovation and tradition.