GUESS JEANS Opens New Flagship Store in The Heart of Tokyo, with a Takeover of Events Highlighting Community, Authenticity and Culture
GUESS JEANS (NYSE:GES) has marked a significant milestone in its global expansion with the opening of its first Asian flagship store in Tokyo's Jing奴mae Neighbourhood. The four-story flagship, designed by Hiroshi Fujiwara of Fragment Design, represents a fusion of Japanese and Californian aesthetics.
Led by Chief New Business Development Officer Nicolai Marciano, the launch features multiple initiatives including 'The Next 40 Years of Denim' Exhibition, VERDY's exclusive 'Gift Shop with Friends' pop-up, and a community-driven public party at ZEROTOKYO. The company has also partnered with South Korean rapper Zico for its latest campaign.
This expansion follows GUESS JEANS' successful establishment of flagships in Amsterdam, Berlin, and Los Angeles, along with distribution partnerships across India, Italy, Poland, Spain, Greece, France, Turkey, and Dubai since 2024.
GUESS JEANS (NYSE:GES) ha raggiunto un traguardo importante nella sua espansione globale con l'apertura del suo primo negozio flagship asiatico nel quartiere Jing奴mae di Tokyo. Il flagship di quattro piani, progettato da Hiroshi Fujiwara di Fragment Design, rappresenta una fusione tra estetiche giapponesi e californiane.
Guidato dal Chief New Business Development Officer Nicolai Marciano, il lancio comprende diverse iniziative tra cui la Mostra 'The Next 40 Years of Denim', il pop-up esclusivo 'Gift Shop with Friends' di VERDY e una festa pubblica comunitaria presso ZEROTOKYO. L'azienda ha inoltre collaborato con il rapper sudcoreano Zico per la sua ultima campagna.
Questa espansione segue il successo di GUESS JEANS nell'apertura di flagship a Amsterdam, Berlino e Los Angeles, oltre a partnership distributive in India, Italia, Polonia, Spagna, Grecia, Francia, Turchia e Dubai a partire dal 2024.
GUESS JEANS (NYSE:GES) ha alcanzado un hito importante en su expansi贸n global con la apertura de su primera tienda insignia en Asia, ubicada en el barrio Jing奴mae de Tokio. La tienda insignia de cuatro pisos, dise帽ada por Hiroshi Fujiwara de Fragment Design, representa una fusi贸n de est茅ticas japonesa y californiana.
Bajo la direcci贸n del Chief New Business Development Officer Nicolai Marciano, el lanzamiento incluye varias iniciativas como la Exhibici贸n 'The Next 40 Years of Denim', la tienda temporal exclusiva 'Gift Shop with Friends' de VERDY y una fiesta p煤blica comunitaria en ZEROTOKYO. La compa帽铆a tambi茅n se asoci贸 con el rapero surcoreano Zico para su 煤ltima campa帽a.
Esta expansi贸n sigue al 茅xito de GUESS JEANS con tiendas insignia en 脕msterdam, Berl铆n y Los 脕ngeles, adem谩s de asociaciones de distribuci贸n en India, Italia, Polonia, Espa帽a, Grecia, Francia, Turqu铆a y Dub谩i desde 2024.
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GUESS JEANS (NYSE:GES) a franchi une 茅tape importante dans son expansion mondiale avec l'ouverture de sa premi猫re boutique phare asiatique dans le quartier Jing奴mae 脿 Tokyo. Ce flagship de quatre 茅tages, con莽u par Hiroshi Fujiwara de Fragment Design, allie esth茅tique japonaise et californienne.
Sous la direction du Chief New Business Development Officer Nicolai Marciano, le lancement comprend plusieurs initiatives, notamment l'exposition 'The Next 40 Years of Denim', le pop-up exclusif 'Gift Shop with Friends' de VERDY, ainsi qu'une f锚te publique communautaire chez ZEROTOKYO. La marque a 茅galement collabor茅 avec le rappeur sud-cor茅en Zico pour sa derni猫re campagne.
Cette expansion fait suite au succ猫s de GUESS JEANS avec des boutiques phares 脿 Amsterdam, Berlin et Los Angeles, ainsi qu'脿 des partenariats de distribution en Inde, Italie, Pologne, Espagne, Gr猫ce, France, Turquie et Duba茂 depuis 2024.
GUESS JEANS (NYSE:GES) hat einen bedeutenden Meilenstein in seiner globalen Expansion erreicht: die Er枚ffnung seines ersten asiatischen Flagship-Stores im Stadtteil Jing奴mae in Tokio. Das vierst枚ckige Flagship, entworfen von Hiroshi Fujiwara von Fragment Design, vereint japanische und kalifornische 脛sthetik.
Unter der Leitung von Chief New Business Development Officer Nicolai Marciano umfasst die Er枚ffnung mehrere Initiativen, darunter die 'The Next 40 Years of Denim' Ausstellung, VERDYs exklusiven Pop-up-Store 'Gift Shop with Friends' und eine gemeinschaftsorientierte 枚ffentliche Party bei ZEROTOKYO. Zudem kooperiert das Unternehmen f眉r seine neueste Kampagne mit dem s眉dkoreanischen Rapper Zico.
Diese Expansion folgt auf den erfolgreichen Aufbau von Flagship-Stores in Amsterdam, Berlin und Los Angeles sowie Vertriebspartnerschaften in Indien, Italien, Polen, Spanien, Griechenland, Frankreich, der T眉rkei und Dubai seit 2024.
- Strategic expansion into the key Asian market with first flagship store in Tokyo
- Successful global expansion with presence in multiple major markets across Europe, Middle East, and Asia
- Strong cultural partnerships with influential figures like VERDY and Zico enhancing brand visibility
- Community-focused approach with free public events and exhibitions
- None.
Located in the lively Jing奴mae Neighbourhood, the building which was designed by Hiroshi Fujiwara of Fragment Design is positioned steps away from Omotesando Hills, through the back lane of the world famous Cat street. The GUESS JEANS Tokyo flagship design concept is a harmony between Japanese and Californian craftsmanship and architecture. Under the creative direction of Nicolai Marciano, the project was conceptualized and designed by .
To celebrate the next phase in the brands global expansion, Marciano orchestrated a series of in-market activations, including 聽Exhibition, a flagship store opening event, VERDY's exclusively curated and limited edition 'Gift Shop with Friends' and a large community driven public party at ZEROTOKYO with special guests and performances.
"The launch of GUESS JEANS in
The VERDY partnership, announced in March 2025, has been pivotal in amplifying GUESS JEANS' artistic narrative on a global scale while celebrating and influencing Japanese culture. To celebrate the launch, VERDY curated the 'Gift Shop with Friends', an exclusive pop-up within the basement of the flagship store, offering limited products designed by himself alongside renowned local brands; Whimsy Socks, Secret Base Hiddy, BoTT, Car Service, See You Yesterday, TTTMSW, The FLWRS, Blackmeans and MASU. Entrance to the 'Gift Shop with Friends' is exclusive. The entry key, a gift shop flyer available only to visitors attending the GUESS JEANS 'The Next 40 Years of Denim' Exhibition.
"When I heard that GUESS JEANS was opening a store in
To support the opening of the Flagship Store, Marciano has brought 'The Next 40 Years of Denim' exhibition to
The brand kicked off the opening of The Exhibition with private tours hosted for Press, Media and an influx of local and global talent. Key attendees included Korean Actor, Park Seo Jun, Rapper Zico and Japanese dancer and actor Reo Sano amongst many others.
To celebrate the inaugural Tokyo Flagship Opening GUESS JEANS also hosted a Store Opening Event on July 3rd which welcomed friends and family to gather at the new space, followed by a large-scale public party at ZEROTOKYO with special guests and performances from Loco, Coogie, Monyhorse, Larry June and others. Furthering the brands commitment to supporting the local community, the party was open to the public with free entry.
Part of the Global expansion included tapping South-Korean rapper, singer, producer and record label CEO; Zico to front the latest campaign. Marciano cements the partnership between the denim pioneer and South Korean rapper - a monumental phase in the brands Global expansion.
"It's an honor to team up with GUESS JEANS and the legendary VERDY. I've always thought it's cool how a heritage brand like GUESS JEANS keeps evolving without losing its identity. That's something I try to do with my music too鈥攕taying true to the core while always pushing forward." - Zico
Since opening its first store in
NOTES TO EDITOR:
GUESS JEANS Tokyo Flagship Store:
Location: 4-26-14 Jingumae, Shibuya-Ku,
Opening Date: July 4th
Operating Hours: 11am-8pm
VERDY's 'The GUESS JEANS Gift Shop with Friends':
Location: The Basement at 4-26-14 Jingumae, Shibuya-Ku,
Dates: Friday 4th July - Monday 12th July
Opening Daily: 11am-8pm
Exclusive Admission: the entry key, a gift shop flyer available only to visitors who attend the GUESS JEANS 'The Next 40 Years of Denim' Exhibition.
GUESS JEANS: The Next 40 Years of Denim Exhibition:
Location: Yodobashi J6 Building (6-35-6 Jingumae, Shibuya-ku,
Dates: Friday 4th July-Monday 12th July
Operating hours:
- Monday - Thursday & Sunday: 11AM - 8PM
- Friday - Saturday: 11am - 9pm
Admission: Free
RSVP through the link:
Please direct any questions to: [email protected]
About GUESS JEANS
GUESS JEANS is an American west coast lifestyle brand rooted in a 40-year denim legacy. Conceived by Nicolai Marciano, GUESS JEANS embodies the next era of denim fashion, with a commitment to sustainability and cutting edge-innovation. GUESS JEANS offers a full line of core basics focusing on denim that encapsulates the timeless essence of GUESS, seamlessly blending the brand's rich heritage with a contemporary perspective. As of 3rd聽June 2024, GUESS JEANS is available on GUESSJEANS.com, in an all-new fleet of GUESS JEANS stores worldwide and through select wholesale partners. Join the GUESS JEANS community: @GUESSJEANS #GUESSJEANS
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SOURCE Guess?, Inc.
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