AG˹ٷ

STOCK TITAN

GUESS JEANS Opens New Flagship Store in The Heart of Tokyo, with a Takeover of Events Highlighting Community, Authenticity and Culture

Rhea-AI Impact
(Neutral)
Rhea-AI Sentiment
(Very Positive)
Tags

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 Jingūmae 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 Jingūmae 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 expansión global con la apertura de su primera tienda insignia en Asia, ubicada en el barrio Jingūmae de Tokio. La tienda insignia de cuatro pisos, diseñada por Hiroshi Fujiwara de Fragment Design, representa una fusión de estéticas japonesa y californiana.

Bajo la dirección del Chief New Business Development Officer Nicolai Marciano, el lanzamiento incluye varias iniciativas como la Exhibición 'The Next 40 Years of Denim', la tienda temporal exclusiva 'Gift Shop with Friends' de VERDY y una fiesta pública comunitaria en ZEROTOKYO. La compañía también se asoció con el rapero surcoreano Zico para su última campaña.

Esta expansión sigue al éxito de GUESS JEANS con tiendas insignia en Ámsterdam, Berlín y Los Ángeles, además de asociaciones de distribución en India, Italia, Polonia, España, Grecia, Francia, Turquía y Dubái desde 2024.

GUESS JEANS (NYSE:GES)� 도쿄 진구마에 지역에 아시� 최초 플래그십 스토어를 오픈하며 글로벌 확장� 중요� 이정표를 세웠습니�. 히로� 후지와�(Fragment Design)가 디자인한 4� 규모� 플래그십 매장은 일본� 캘리포니아의 미학� 조화� 이루� 있습니다.

Chief New Business Development Officer� 니콜라이 마르치아노가 이끄� 이번 런칭에는 'The Next 40 Years of Denim' 전시�, VERDY� 독점 팝업 'Gift Shop with Friends', 그리� ZEROTOKYO에서 열리� 커뮤니티 중심� 공개 파티 � 다양� 프로젝트가 포함되어 있습니다. 또한, 최신 캠페인을 위해 한국 래퍼 지코와 협업했습니다.

이번 확장은 2024년부� 인도, 이탈리아, 폴란�, 스페�, 그리�, 프랑�, 터키, 두바이에서의 유통 파트너십� 함께 암스테르�, 베를�, 로스앤젤레스 플래그십 스토어의 성공적인 개설� 이은 것입니다.

GUESS JEANS (NYSE:GES) a franchi une étape importante dans son expansion mondiale avec l'ouverture de sa première boutique phare asiatique dans le quartier Jingūmae à Tokyo. Ce flagship de quatre étages, conçu par Hiroshi Fujiwara de Fragment Design, allie esthétique 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 fête publique communautaire chez ZEROTOKYO. La marque a également collaboré avec le rappeur sud-coréen Zico pour sa dernière campagne.

Cette expansion fait suite au succès de GUESS JEANS avec des boutiques phares à Amsterdam, Berlin et Los Angeles, ainsi qu'à des partenariats de distribution en Inde, Italie, Pologne, Espagne, Grèce, France, Turquie et Dubaï depuis 2024.

GUESS JEANS (NYSE:GES) hat einen bedeutenden Meilenstein in seiner globalen Expansion erreicht: die Eröffnung seines ersten asiatischen Flagship-Stores im Stadtteil Jingūmae in Tokio. Das vierstöckige Flagship, entworfen von Hiroshi Fujiwara von Fragment Design, vereint japanische und kalifornische Ästhetik.

Unter der Leitung von Chief New Business Development Officer Nicolai Marciano umfasst die Eröffnung mehrere Initiativen, darunter die 'The Next 40 Years of Denim' Ausstellung, VERDYs exklusiven Pop-up-Store 'Gift Shop with Friends' und eine gemeinschaftsorientierte öffentliche Party bei ZEROTOKYO. Zudem kooperiert das Unternehmen für seine neueste Kampagne mit dem südkoreanischen 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 Türkei und Dubai seit 2024.

Positive
  • 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
Negative
  • None.

LOS ANGELES, July 10, 2025 /PRNewswire/ -- GUESS JEANS officially landed in Tokyo, opening a four-story Flagship store, the brand's first in Asia. Spearheading the expansion and driving cultural momentum in Japan is Chief New Business Development Officer, Nicolai Marciano.

Located in the lively Jingūmae 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  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 Tokyo marks a pivotal moment in the evolution of our brand. Japan has always been a hub of cultural influence and creative energy that aligns with our vision for the future. We're excited to build something meaningful here that reflects both the spirit of Tokyo and the future of GUESS JEANS." - Nicolai Marciano, Chief New Business Development Officer

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 Tokyo, it naturally led to a conversation about doing something together. The new store is located in the building that used to house BOOKMARC, which had a gallery space in the basement � a space I've used before. Since GUESS JEANS plans to host pop-ups in this space going forward, I wanted to launch one that brings together people who symbolize today's Harajuku and street culture. I reached out to the community around me, and many groups agreed to participate. I asked everyone to create items inspired by GUESS JEANS, and this will also be the first time my own collaboration pieces with them are available. I'm excited to see what each brand brings to the table � I'm sure the line-up will reflect their distinct personalities. We're also carefully crafting the interior to make the space immersive and enjoyable. I hope visitors will come not just to shop, but to enjoy the entire experience of the venue itself." - VERDY

To support the opening of the Flagship Store, Marciano has brought 'The Next 40 Years of Denim' exhibition to Tokyo. The first iteration of 'The Next 40 Years of Denim' exhibition debuted in January 2024 at Pitti Uomo in Florence. In 2025, the exhibition lands in Tokyo—another milestone in GUESS JEANS' global expansion. It is hosted at the Yodobashi J6 Building, just off Harajuku Station, and is open to the public from Friday 4th - Monday 12th July. The two-story location will house the GUESS JEANS Exhibition, which, like its predecessors, promises an immersive journey through the brand's disruptive denim legacy—past, present, and future.

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—staying true to the core while always pushing forward." - Zico

Since opening its first store in Amsterdam in May 2024, GUESS JEANS has expanded to become a global-conquering denim lifestyle brand, with flagships in Tokyo, Amsterdam, Berlin and Los Angeles by 2025, a large-scale distribution partnership in India and stores across Italy, Poland, Spain, Greece, France, Turkey and Dubai. The GUESS JEANS Tokyo Flagship opening marks the brand's next era. In 2024, Nicolai Marciano launched GUESS JEANS, in 2025, he solidifies its legacy as the leading denim pioneer.

NOTES TO EDITOR:

GUESS JEANS Tokyo Flagship Store:
Location: 4-26-14 Jingumae, Shibuya-Ku, Tokyo 150-0001 Japan
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, Tokyo 150-0001 Japan
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, Tokyo)
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 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

Cision View original content to download multimedia:

SOURCE Guess?, Inc.

FAQ

When did GUESS JEANS open its Tokyo flagship store and where is it located?

GUESS JEANS opened its Tokyo flagship store on July 4th, 2025, located at 4-26-14 Jingumae, Shibuya-Ku, Tokyo. The four-story store is positioned near Omotesando Hills and Cat Street.

What special events is GUESS JEANS (GES) hosting to celebrate the Tokyo store opening?

GUESS JEANS is hosting three major events: 'The Next 40 Years of Denim' Exhibition at Yodobashi J6 Building, a flagship store opening event, and VERDY's exclusive 'Gift Shop with Friends' pop-up featuring limited edition products.

How many flagship stores does GUESS JEANS now operate globally?

As of 2025, GUESS JEANS operates flagship stores in four major cities: Tokyo, Amsterdam, Berlin, and Los Angeles, along with stores across multiple countries in Europe, Middle East, and Asia.

Who are the key partners involved in GUESS JEANS' Tokyo store launch?

The key partners include Hiroshi Fujiwara of Fragment Design for store design, Japanese artist VERDY for the exclusive Gift Shop collaboration, and South Korean rapper Zico as the campaign face.

What is VERDY's 'Gift Shop with Friends' at the GUESS JEANS Tokyo store?

It's an exclusive pop-up shop in the store's basement featuring limited edition products designed by VERDY and local brands including Whimsy Socks, Secret Base Hiddy, BoTT, and others. Access requires a special flyer from 'The Next 40 Years of Denim' Exhibition.
Guess

NYSE:GES

GES Rankings

GES Latest News

GES Latest SEC Filings

GES Stock Data

673.09M
30.39M
38.3%
69.76%
18.2%
Apparel Retail
Women's, Misses', Children's & Infants' Undergarments
United States
LOS ANGELES