GUESS JEANS Opens New Store in the Heart of Tokyo, with a Takeover of Events Highlighting Community, Authentication and Culture

Published: 2025-07-10 10:20:31 ET GES

Published on 07/10/2025 at 10:20

GUESS JEANS officially landed in Tokyo, opening a four-story store, the brand's first in Asia. Located in the lively Jingumae 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 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 ASA Architecture Firm. To celebrate the next phase in the brands global expansion, Marciano orchestrated a series of in-market activities, including 'The Next 40 Years of Denim' Exhibition, a 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 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 store, offering limited products designed by himself alongside renowned local brands; Whodynamic 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.

To support the opening of the Store, Marciano has brought 'The Next 40 years ofDenim' exhibition to Tokyo. The first iteration of 'The Next 40 Years ofDenim' 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 andactor Reo Sano amongst many others. To celebrate the launch, GUESS JEANS in Tokyo, the company's exclusive curated and limited edition 'G gift Shop with Friends' and a largest community driven public party at ZerOTOKYO with special Guests and performances.