GUESS JAPAN LLC “THE NEXT 40 YEARS OF DENIM” to be held From stone to air – Experience 40 years of denim technology evolution in an immersive space The latest sustainable technology “GUESS AIRWASH(TM)” unveiled in Japan for the first time

[GUESS JAPAN LLC] “THE NEXT 40 YEARS OF DENIM” to be held From stone to air – Experience 40 years of denim technology evolution in an immersive space The latest sustainable technology “GUESS AIRWASH(TM)” unveiled in Japan for the first time
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GUESS JAPAN LLC Press release: June 19, 2025 “THE NEXT 40 YEARS OF DENIM” to be held From stone to air – Experience 40 years of denim technology evolution in an immersive space The latest sustainable technology “GUESS AIRWASH(TM)” unveiled in Japan for the first time The event will be held for nine days from July 4th (Friday) to July 12th (Saturday) in Harajuku, Tokyo. Image
URL: https://prcdn.freetls.fastly.net/release_image/11576/45/11576-45-1c45dda06b4aa7a07dc9937fe5a43a7a-2004×850.jpg Special site: https://store.guessjapan.com/ext/guess-jeans/exhibition.html GUESS JEANS will hold the “THE NEXT 40 YEARS OF DENIM” exhibition at Yodobashi J6 Building in Harajuku from Friday, July 4th to Saturday, July 12th, 2025. This exhibition, which has toured Florence, Amsterdam and other parts of the world, will be held to commemorate the opening of the GUESS JEANS Flagship store in Tokyo. Tracing the history of iconic denim since the company’s founding in 1981, the exhibition will introduce the behind-the-scenes of the new technology “GUESS AIRWASH(TM)” and the outlook for “THE NEXT 40 YEARS OF DENIM”. Experience the world of GUESS in an immersive exhibition space that connects the past, present and future on a single timeline. A GUESS JEANS denim tote bag will be given as a gift to those who visit the exhibition. In addition, there will be a variety of experiential content such as laser engraving on denim tote bags. In addition, the “GUESS JEANS GIFT SHOP with FRIENDS” will be held at the same time, where collaboration items with 12 brands curated by VERDY, the creative partner of GUESS JEANS, will be available. This is a limited store that only visitors to the exhibition can enter and purchase from, and will be located on the B1F of the flagship store GUESS JEANS Tokyo. During the event, various events and campaigns will be held throughout Tokyo. GUESS JEANS is focusing on the Japanese market, especially as it sets the global expansion of the brand as an important growth strategy. The partnership with VERDY announced in March 2025 is an important project that deepens the connection with Japanese culture while spreading the brand’s artistic nature to the world, and in April 2025, it successfully held a large-scale activation event at the music festival “Coachella”, increasing the brand’s presence in Japan. With this special exhibition and the opening of a new flagship store in Harajuku, we will be more fully expanding our presence in the Japanese market. ■ An immersive exhibit where you can experience the technology and brand history of “GUESS AIRWASH(TM)” unveiled for the first time in Japan The venue will begin with a maze-like retrospective that traces the brand’s American legacy, and visitors will be able to experience tracing the brand’s history by moving through each area, “Past, Present, and Future.” In addition to the Japan premiere of the cutting-edge sustainable technology “GUESS AIRWASH(TM),” there will also be an installation where visitors can experience innovative technology. [About “GUESS AIRWASH(TM)”] “GUESS AIRWASH(TM) creates the same texture as stonewashing without using large amounts of water or harsh chemicals, while reducing power consumption. It is a sustainable technology that can reduce water usage by up to 80% compared to conventional denim washing processes. The technology was developed by GUESS’s long-time partner, Ginologia, which holds the global exclusive rights to GUESS AIRWASH(TM). 【Details of each area (partial)】 ※Each image is for illustrative purposes only ●STONE INSTLLATION
https://prcdn.freetls.fastly.net/release_image/11576/45/11576-45-e54d6824291e076ca6370a6ce1c3f3eb-1465×784.jpg The highlight of this special exhibition is a huge “stone
installation” that expresses “GUESS AIRWASH(TM)”. You can dynamically experience the evolution of denim processing from “stone to air”. ●HERITAGE
https://prcdn.freetls.fastly.net/release_image/11576/45/11576-45-45ae4c4dafa0e8df3b36f01dc8c808bd-3900×2600.jpg Through digital archives and stonewash machines, you can experience the 40 years that GUESS has traveled since its founding in 1981. You can look back on the culture of the 90s and the history of stonewash development. ●WATERGATE
https://prcdn.freetls.fastly.net/release_image/11576/45/11576-45-351a57929d136cf0236f6c7fdf5673ae-2048×1365.jpg We have a booth where you can experience the evolution of the stonewash technology used in GUESS’s signature item, the 3-Zip Marilyn Jeans, to the sustainable GUESS AIRWASH(TM) technology. ●DENIM LAB
https://prcdn.freetls.fastly.net/release_image/11576/45/11576-45-f1f7c22daee93dd5a51c8e7c8204cb62-2048×1365.jpg At the “DENIM LAB,” which is in operation, you can take a look behind the scenes at denim production. You can see up close the process of creating denim, including the original materials, patterns, and washes, through actual exhibits and digital screens. ●CUSTOMIZATION AREA
https://prcdn.freetls.fastly.net/release_image/11576/45/11576-45-8ceee9d69d1acca1223c26afc751a3ae-2048×1345.jpg At the end of the exhibition, we have a customization area. All visitors will receive a denim tote bag and can experience laser engraving an original design on it. [“GUESS JEANS “THE NEXT 40 YEARS OF DENIM”” event overview] Dates: Friday, July 4, 2025 – Saturday, July 12, 2025 Venue: Yodobashi J6 Building (6-35-6 Jingumae, Shibuya-ku, Tokyo) Business hours: Monday to Thursday and Sunday 11:00-20:00 Friday and Saturday 11:00-21:00 ※Opening hours on Friday, July 4th will be from 1pm Admission: Free About GUESS JEANS GUESS GUESS JEANS is a West Coast lifestyle brand rooted in the brand’s 40-year denim history. Conceived by Nicolai Marciano, GUESS JEANS represents the next era of denim fashion with a commitment to sustainability and cutting-edge innovation. GUESS JEANS offers a full line of denim-focused core basics that combine the brand’s rich heritage with a contemporary perspective, encapsulating the timeless essence of GUESS. GUESS JEANS will be available from June 3, 2024 on GUESSJEANS.com, at GUESS JEANS retail stores worldwide, and through select wholesale partners. Official website:
https://store.guessjapan.com/ext/guess-jeans/index.html About GUESS?, Inc. Guess?, Inc. designs, markets, distributes and licenses lifestyle collections of contemporary apparel, denim, handbags, watches, eyewear, footwear and other related consumer products. Guess? products are distributed through the brand’s Guess? stores and through leading department and specialty stores worldwide. On April 2, 2024, the company acquired all of the operating assets and 50% of the
intellectual property rights of New York-based fashion brand rag & bone. rag & bone is a leading American fashion brand with directly operated stores in the United States and the United Kingdom, as well as products available through luxury boutiques, department stores and global e-commerce. As of August 3, 2024, the Company operates a total of 1,054 directly-operated retail stores in Europe, the Americas and Asia, and its partners and distributors operate an additional 537 stores worldwide. Additionally, as of August 3, 2024, the Company and its partners and distributors operate in approximately 100 countries. For more information about the company, please visit . About Ginologia Since 1994, Zinologia’s mission has been to create an ethical, sustainable and eco-efficient textile industry. The company works closely with brands, retailers and suppliers to drive change. Zinologia offers technology for the future, innovative software and new operating models. Breakthrough solutions including laser technology, G2 Ozone, Dancing Box, e-flow and H2Zero revolutionize the textile industry, opening up endless design and garment finishing possibilities. And these advances not only reduce costs, but also save water, energy and chemicals, ensuring zero pollution. Zinologia invites all textile industry stakeholders to join their Mission Zero: dehydrating and detoxifying the jeans industry. More information about this release *This email has been sent automatically, so please do not reply.