Guess Jeans Expands Global Footprint with Tokyo Flagship and 40-Year Retrospective Exhibition

On July 4, American denim brand Guess Jeans opened its first-ever flagship store in mainland Asia, located in the Jingumae neighborhood of Tokyo. The store marks a pivotal milestone in the brand’s Asia strategy, blending California’s free-spirited attitude with the refined craftsmanship of Japan.

Spread across four floors, the new store features a minimalist concrete design infused with greenery and ceramic art. Each plant species was carefully selected from various regions across Japan, and the ceramics were handcrafted by local artists. The overall space conveys a philosophy of harmony with nature and deep respect for materiality.

Inside, the store continues this minimal yet refined aesthetic. Open-concept interiors blur the boundaries between indoor and outdoor spaces, creating a seamless dialogue between Guess Jeans’ brand identity and Japanese sensibilities.

Nicolai Marciano, Chief New Business Development Officer, emphasized that Japan has long been a global leader in design, innovation, and cultural influence—values that are deeply embedded in the brand’s DNA. He noted that the new Tokyo flagship is not merely a retail space but a platform designed to connect directly with a new generation of creative voices in the region. By establishing deeper roots in Tokyo, Guess Jeans aims to realize its long-term vision for growth across Asia.

To coincide with the flagship launch, Guess Jeans is also hosting the Tokyo edition of its traveling exhibition titled Guess Jeans: The Next 40 Years of Denim. Held just steps from Harajuku Station at the Yodobashi J6 Building, the exhibition runs from July 4 to July 12 and offers an immersive journey through the brand’s rich legacy and future vision.

Originally conceptualized by Marciano, the exhibition debuted in January 2024 at Pitti Uomo in Florence, followed by a May appearance in Amsterdam to commemorate the opening of the brand’s first European flagship.

The Tokyo edition showcases a diverse range of interactive content, including a large-scale stone installation representing the brand’s sustainable AIRWASH technology, and a behind-the-scenes DENIM LAB that reveals the denim creation process, including materials, patterns, and washes. Visitors can also enter a customization zone where they are invited to personalize a denim tote bag using laser engraving and explore artist-led embellishments to create one-of-a-kind pieces.

The Next 40 Years of Denim Exhibition Florence 2024 — The Next 40 Years of Denim Exhibition_Florence

In the basement level, a special pop-up curated by Japanese artist Verdy adds another layer to the experience. Alongside Verdy’s original designs, the pop-up features limited-edition items in collaboration with cutting-edge labels such as TTTMSW, The FLWRS, Blackmeans, and MASU, drawing attention from fashion enthusiasts and collectors alike.

The opening of the Tokyo flagship marks a strategic milestone for Guess Jeans in Asia and forms a key part of the brand’s broader global expansion plan. Looking ahead, Guess Jeans is set to open new flagship stores in Berlin and Los Angeles within 2025, aiming to strengthen its international presence through culturally immersive, experience-driven retail concepts in major cities around the world.