As GUESS JEANS unveiled its first-ever flagship store in Asia, it became a cultural celebration across Tokyo.&nbsp;

Jingūmae is a district in Tokyo known for its unique position that blends the past and future &mdash; a place where century-old shrines stand side by side with trendsetting stores. It&rsquo;s a neighbourhood that encapsulates Japan&rsquo;s ability to preserve its traditions and heritage while embracing the ever-evolving world of innovation. This very spirit makes it the perfect home for GUESS&rsquo; first-ever flagship store in Asia.&nbsp;
On 4th July 2025, GUESS JEANS unveiled its four-story flagship at the heart of Tokyo. Designed by Hiroshi Fujiwara of Fragment Design, the store&rsquo;s design concept channels a dialogue between Japanese artistry and Californian heritage. Tucked near Omotesando Hills and the iconic Cat Street, it stands more than just a retail destination &mdash; it is a cultural statement, where local tradition and global style intersect with newfound purpose and meaning.&nbsp;

Driving behind this global evolution is Nicolai Marciano, the brand&rsquo;s chief new business development officer. As he shared, &ldquo;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&rsquo;re excited to build something meaningful here that reflects both the spirit of Tokyo and the future of GUESS JEANS.&rdquo;
More than the unveiling, the launch has also turned into a city-wide celebration of creativity and self-expression, as Marciano has also orchestrated a lineup of immersive activations throughout the area, beginning with &lsquo;The Next 40 Years of Denim&rsquo; Exhibition at the Yodobashi J6 Building. First shown in Florence in 2024, the installation brought Tokyo through the evolving legacy of GUESS JEANS from the past, present, and to the future.&nbsp;

Further rooting itself at the city&rsquo;s creative undercurrent, the flagship&rsquo;s basement was reimagined into a pop-up titled Gift Shop with Friends &mdash; a conceptual space curated in collaboration with VERDY, whose name is synonymous to Harajuku&rsquo;s contemporary art and street scene. In this installation, VERDY brought together a collective of renowned local labels, like Whimsy Socks, Secret Base Hiddy, and BoTT, to create exclusive works to pay tribute to GUESS&rsquo; legacy. Entry, however, was earned through a flyer discreetly handed to the exhibition&rsquo;s guests.

&ldquo;When I heard that GUESS JEANS was opening a store in Tokyo, it naturally led to a conversation about doing something together,&rdquo; VERDY explained. &ldquo;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&rsquo;s Harajuku and street culture.&rdquo;

The premiere of the store was also marked with an opening event that welcomed fashion insiders, style tastemakers, and friends of the House, including South Korean actor Park Seo Jun, Japanese dancer and actor Reo Sano, and rapper Zico, who also fronts the brand&rsquo;s newest campaign. As he expressed, &ldquo;It&rsquo;s an honor to team up with GUESS JEANS and the legendary VERDY. I&rsquo;ve always thought it&rsquo;s cool how a heritage brand like GUESS JEANS keeps evolving without losing its identity. That&rsquo;s something I try to do with my music too &mdash; staying true to the core while always pushing forward.&rdquo;

As the night fell over, ZEROTOKYO transformed into an oasis of cross-cultural rhythm and denim-fueled energy &mdash; a fitting finale that captured GUESS JEANS&rsquo; debut at Tokyo. With the public invited to the party, performances from Loco, Coogie, Monyhorse, and Larry June have turned the evening into a vibrant showcase of global talent and local flair &mdash; further embodying the brand&rsquo;s commitment to cultural exchange and artistic endeavors. More than a celebration, it&rsquo;s a manifestation of GUESS&rsquo; evolving identity.&nbsp;

Tokyo welcomes the new chapter of GUESS JEANS

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