Guess Jeans has opened its first store in Japan, a flagship in Tokyo’s Jingūmae district.
The four-storey space features minimalist concrete interiors and curated greenery in locally crafted ceramic vessels, reflecting a blend of Japanese and Californian design influences.
Nicolai Marciano, chief new business development officer at Guess, said the Tokyo flagship part of the brand’s continued global expansion.
“This space represents more than retail; it’s a platform to engage directly with a new generation of creative voices in the region,” he added.
To coincide with the opening, Guess has launched a traveling exhibition “Guess Jeans: The Next 40 Years of Denim” in Tokyo.
The showcase includes a live Airwash Lab and a customization zone where visitors can personalize denim totes using laser engraving. Japanese creators involved include Ryota Daimon and A Love Movement.
Guess Airwash is a new production process developed with Spanish technology firm Jeanologia that uses air, light, and nanobubbles to replace traditional stonewashing, cutting water use by up to 80 per cent, and removing harmful chemicals.
Finally, in the flagship’s basement, an exclusive pop‑up curated by Japanese artist Verdy – titled Guess Jeans Gift Shop with Friends – features limited‑edition merchandise produced in collaboration with 14 local brands. Highlights include pieces from TTTMSW, The Flwrs, Blackmean, and Masu.
