Guess Originals Is Fashioning The Great Outdoors

While we know Guess Originals for their seamless blend of Californian ease and rugged Western wear, this summer the American denim brand is defying our expectations with some familiar faces. Trading lassos for fishing gear, Guess heads to rural Atlanta, Georgia, with rap star CAMO to shoot their camo-heavy collection.

Inspired by the rapper's rugged style, Guess tapped Atlanta-raised photographer Neri to capture CAMO against the natural landscapes of Georgia. The choice of setting not only highlights the earthy tones and textures of the collection but also underscores the authenticity and raw energy that CAMO brings to the campaign.

The gritty great outdoors serves as the perfect backdrop for the raw appeal of the new collection. From fishing on the bayou to off-roading on the marshes, the imagery captures the rugged sensibility at the heart of the brand.

A prominent figure in Lil Yachty’s ‘Concrete Boys’ collective, CAMO's collaboration with Guess is more than just a fashionable partnership. It’s a celebration of the intersection between street culture and high fashion, a testament to how urban grit and natural beauty can coexist harmoniously. CAMO’s influence is palpable throughout the collection, from the robust utility vests to the chore shirts and signature-style carpenter pants that echo his own personal style.

Central to the summer 2024 lineup is the return of the RealTree Camo collaboration. The instantly recognisable camouflage is spun in nylon and canvas, introducing lightweight windbreakers, cargo shorts, utility vests, and chore shirts with matching signature-style carpenter pants. The collection stays true to its earthy roots, with a palette dominated by muted tones and punctuated by vibrant injections of pink, adding a fresh twist to the classic camo aesthetic.