This summer, GUESS JEANS and Nicolai Marciano unveil their revolutionary GUESS AIRWASHTM technology at Galeries Lafayette Champs-Élysées. This ephemeral installation in the main atrium and entrance tunnel is part of “The Next 40 Years of Denim”, an initiative that marks an important milestone for the brand.
A Sustainable Technological Advance
GUESS AIRWASHTM, developed in collaboration with Jeanologia, represents the future of denim. This innovative technology largely replaces the water used to wash the stones with air and bubbles, also eliminating the use of pumice stones. This method considerably reduces water and energy consumption, putting GUESS JEANS on the path to sustainability. This launch follows the success of the first GUESS JEANS campaign, photographed by Rafael Pavarotti, with iconic figures such as actress Iris Law and soccer player Trent Alexander Arnold.
Real-time personalization
The installation at Galeries Lafayette allows customers to personalize their jeans in real time using advanced laser technology, offering a unique shopping experience. This personalization underlines GUESS JEANS’ commitment to individualized, innovative fashion.
A Diversified Collection
The GUESS AIRWASHTM collection offers eight different washes on denim pieces, including pants, shirts and jackets. For women, jeans come in three cuts: skinny, mom and midrise straight. For men, four cuts are available: skinny, slim, straight and relaxed. These pieces will be presented in the GUESS JEANS pop-up at Galeries Lafayette Champs-Élysées, from July 2 to August 18, 2024.
A commitment to the future
With over forty years of heritage, GUESS JEANS continues to innovate and redefine the standards of the fashion industry. The launch of GUESS AIRWASHTM is a major step towards more sustainable and responsible production. By partnering with Jeanologia, GUESS JEANS is committed to promoting eco-efficient manufacturing practices and reducing the ecological footprint of denim.
An Unmissable Pop-up
The ephemeral installation at Galeries Lafayette Champs-Élysées is a unique opportunity to discover this cutting-edge technology and customize denim pieces live. Don’t miss this opportunity to be part of the next denim revolution with GUESS JEANS.
For more information on GUESS JEANS and their commitment to sustainability, visit GUESS JEANS and Jeanologia.
In conclusion, GUESS JEANS, with its GUESS AIRWASHTM technology, reaffirms its leadership in innovation and sustainability, offering consumers a new way of experiencing fashion.
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