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Last Friday night with GUESS JEANS

GUESS JEANS has hit Amsterdam with a bang


As you may know, GUESS JEANS has hit Amsterdam with a bang, bringing a new perspective of denim to our dynamic scene. Last week we got an intimate look into the GUESS JEANS heritage that’s led to their latest GUESS AIRWASH technology at their opening exhibition. Here, we walked through the innovative roots the GUESS JEANS of today comes from. Being the first denim brand to use stone washing techniques, GUESS JEANS has forefronted and reinvented innovation at every turn. Now, under the direction of Nicolai Marciano, the brand is bringing this legacy into the 21st century with GUESS AIRWASH. A process thats reimagined their original trailblazing stonewashing process, utilising technology to minimise the environmental impact of of creating denim washes.

And of course, the new store totally embodies the GUESS JEANS philosophy. With bricks made form recycled waste to marble produced without gas, the store was built with an eye towards the environment. Not to mention the furniture designed from fiberboard and cork among other eco-conscious materials. GUESS JEANS is at the forefront of creating a new standard, pushing for a new future through the perspective of denim.

In celebration of the opening of the store, GUESS JEANS hosted an event for the history books. The evening began with a special dinner for GUESS JEANS family and friends at Looiersgracht 60 with food by beloved food design studio Oficina. But whats a dinner without an afterparty? Thats exactly why GUESS JEANS held a night at A’DAM The Loft with sets and performances from Jerreau, Tiffany Calver, P-Rallael, Kirou Kirou and Nathifa Efia.

Words by Glamcult
Images courtesy of GUESS JEANS