GUESS JEANS Connect Past and Present with Verdy

From the K-pop band Blackpink’s Born Pink tour to collaborations with Dover Street Market, UNDERCOVER and Nigo’s Human Made, Japanese artist Verdy's influence knows no bounds. From subcultural niches to the masses, Verdy's work aims to bridge younger generations with cultures of the past. Heritage and innovation also underpin GUESS JEANS, and having collaborated with Verdy since 2023, today they're making things official.

The partnership will focus mainly on GUESS JEANS' expansion into Japan. 'I’ve had the pleasure to know and be friends with VERDY over the years. I’ve always admired his kindness and ability to bring a fun and playful element to everything he touches. Pursuing a major shift in our strategy in Japan, which is now focused through a GUESS JEANS lens, I felt strongly about bringing VERDY in for this exciting new chapter', explains Nicolai Marciano (Chief New Business Development Officer).

Launched in 2024 by Marciano, Guess JEANS has quickly expanded with flagship stores in Amsterdam and Berlin, immersive pop-ups, and innovations in denim such as GUESS AIRWASH™, which create the effects of stone washing without the harmful water consumption, using 85% less water.

With a GUESS JEANS Tokyo flagship pending, Marciano is tapping into local culture directly by inviting VERDY, and his cultural cache, into the all-American brand.