GUESS JEANS Amsterdam Exhibition

Totally revolutionising denim washes, GUESS JEANS is undeniably at the forefront of the denim game. And guess what, GUESS JEANS is making an Amsterdam debut this month. In celebration, they are taking us behind the scenes in an immersive exhibition showcasing their trailblazing contributions to denim history. Originally showing at Pitti Uomo in Florence, the exhibition dives deep into the Californian brand’s evolution from its iconic breakout of stonewash jeans in 1981 to its contemporary storytelling and technology.

Here, we’re introduced to GUESS AIRWASH, a totally new approach to stone washing. Basically, instead of using actual pumice stones and lots of water and energy, GUESS AIRWASH uses bubbles and air to reduce the amount of water needed. And the best part is that GUESS JEANS will be showing this process live, illustrating firsthand their commitment to the environment while fostering actual transparency. Under the creative direction of Nicolai Marciano, we are entering a new era of Guess Jeans – and this is just the beginning. So join us next Tuesday to Friday to celebrate GUESS JEANS’S trailblazing heritage and equally pioneering future.