On April 1, Guess Jeans, led by Nicolai Marciano, announced a new partnership with globally acclaimed Japanese artist VERDY. This collaboration marks a significant turning point in the brand’s global strategy, signaling a stronger presence in Japan and the broader Asian market.
VERDY’s Contemporary Art Infuses New Energy into Guess Jeans
Known for his iconic brands Girls Don’t Cry and Wasted Youth, VERDY is a multifaceted artist whose creative influence spans across fashion, music, and art. He has also collaborated with major names such as Nike, KENZO, and McDonald’s. Most recently, he served as the artistic director for BLACKPINK’s world tour BORN PINK, further cementing his status as a creative force on the international stage.
VERDY’s relationship with Guess Jeans began in 2023 through joint projects in Paris and Osaka. This newly formalized partnership builds on that foundation. “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,” said Nicolai Marciano.
“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.”
Reviving the Brand, Strengthening Its Global Strategy
Following its 2024 relaunch, Guess Jeans has already opened flagship stores in Amsterdam and Berlin. In India, the brand partnered with Tata Unistore to enter the South Asian market, signaling its commitment to global growth. Now, with the launch of the partnership with VERDY, Guess Jeans is set to open new flagship stores in Tokyo and Los Angeles—two cultural capitals that align with the brand’s creative vision.
Rooted in the laid-back lifestyle of the West Coast and backed by 40 years of denim heritage, Guess Jeans continues to evolve by embracing sustainability and innovation. Moving forward, the brand aims to collaborate with creators across fashion, art, music, and culture to further elevate its value on the global stage.
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