GUESS JEANS Brings 'The Next 40 Years of Denim' to Tokyo
GUESS JEANS is making waves in the fashion world with its highly anticipated exhibition titled 'The Next 40 Years of Denim,' launching in Tokyo, Japan. With a strategic focus on global expansion, the brand is elevating its profile in the Japanese market, which has become increasingly significant. This follows an energetic collaboration with renowned artist VERDY during April 2025's Coachella festival, marking a pivotal moment for the brand in enhancing its cultural representation in Japan.
Chief New Business Development Officer Nicolai Marciano has been instrumental in spearheading this initiative, focusing on blending GUESS JEANS' rich heritage with innovative designs suitable for contemporary tastes. The exhibition is a multi-city event that first premiered in January 2024 in Florence during Pitti Uomo, showcasing the brand's evolution and creative direction.
Following its success in Europe, the exhibition made its stop in Amsterdam in May 2024, coinciding with the opening of GUESS’s European flagship store. In 2025, GUESS JEANS is proud to bring the exhibition to Tokyo's vibrant Shibuya district, specifically at the Yodobashi J6 Building, adjacent to Harajuku Station, where it will run from July 4 to July 12.
The two-story showcase promises to be an immersive experience that delves deep into the legacy of denim culture. Guests can expect to embark on a reflective journey through different eras of denim innovation, beginning with a labyrinth of GUESS JEANS’ American roots. The exhibition will spotlight various facets, from original materials and patterns to GUESS AIRWASH technology, a sustainable alternative to traditional stone-washing methods.
One of the exhibit's key highlights is the working Denim Lab, which offers a behind-the-scenes look at the denim creation process, complete with insightful displays of various washes and treatments. Additionally, attendees can engage in a hands-on customization zone where they can craft unique denim tote bags, utilizing laser engraving machines, airbrush art, and patchwork skills led by local artists like Ryota Daimon and A Love Movement, allowing them to personalize their creations profoundly.
Simultaneously, GUESS is set to launch a flagship store in Shibuya, just minutes from the exhibition venue, marking a significant step in its ongoing effort to solidify its presence in Japan’s competitive fashion market. This cohesive strategy emphasizes GUESS JEANS’ commitment to merging art, culture, and fashion, ensuring that guests experience a captivating blend of history and modernity.
With free admission and open to the public, the exhibition is not only a celebration of denim but a testament to GUESS JEANS’ dedication to innovation and cultural expression. Whether you're a fashion enthusiast, a local artist, or simply curious about the future of denim, this exhibition promises an engaging experience for all.
Exhibition Details:
- - Location: Yodobashi J6 Building, 6-35-6 Jingumae, Shibuya-ku, Tokyo
- - Dates: Friday, July 4 – Monday, July 12
- - Opening Hours:
- Monday - Thursday, Sunday: 11 AM - 8 PM
- Friday - Saturday: 11 AM - 9 PM
For those interested in attending, you can RSVP through the official GUESS Japan link to secure your spot at this landmark event in denim history. Don't miss the chance to witness how GUESS JEANS is pioneering the future of fashion with their latest artistic collaborations and cultural exhibitions.