Guess Jeans is continuing its international expansion with the opening of its latest flagship store in Tokyo, joining the brand’s flagship locations in Amsterdam, Berlin and, later this year, Los Angeles. To create buzz around the launch, Guess has brought The Next 40 Years of Denim exhibition, which had previously been on display in Florence’s Pitti Uomo, to Tokyo.
The four-story flagship, located in the city’s lively Jingūmae neighborhood, has been designed to express harmony between Japanese and California craftsmanship and architecture. Under the creative direction of Guess’ Chief New Business Development Officer Nicolai Marciano, the project was conceptualized and designed by ASA Architecture. The store also will include an exclusively curated limited-edition “Gift Shop with Friends” from Verdy.
Tying Brand to the ‘Spirit of Tokyo’
“The launch of Guess Jeans in Tokyo marks a pivotal moment in the evolution of our brand,” said Marciano in a statement. “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.”
Guess hosted a store opening event on July 3 that was followed by a party, free and open to the public, at the Zerotokyo club, with special guests and performances from Loco, Coogie, Monyhorse, Larry June and others. The brand’s global expansion includes tapping South Korean rapper/producer/record label CEO Zico to front its latest campaign.
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