To celebrate its arrival in Japan, Marciano orchestrated a dynamic series of events and activations. Highlights included The Next 40 Years of Denim exhibition — an immersive showcase of the brand’s storied denim legacy—now making its Tokyo debut at the Yodobashi J6 Building near Harajuku Station. First introduced at Pitti Uomo in Florence in 2024, the exhibition invites visitors to explore the past, present, and future of GUESS JEANS® from July 4–12.
Tokyo Exhibition. Photo courtesy of Guess?, Inc.
Tokyo Exhibition. Photo courtesy of Guess?, Inc.
Tokyo Exhibition. Photo courtesy of Guess?, Inc.
Tokyo Exhibition. Photo courtesy of Guess?, Inc.
Tokyo Exhibition. Photo courtesy of Guess?, Inc.
Tokyo Exhibition. Photo courtesy of Guess?, Inc.
Tokyo Exhibition. Photo courtesy of Guess?, Inc.
Tokyo Exhibition. Photo courtesy of Guess?, Inc.
Tokyo Exhibition. Photo courtesy of Guess?, Inc.
Park Seo Jun at The Next 40 Years of Denim Exhibition. Photo courtesy of Guess?, Inc.
Park Seo Jun at The Next 40 Years of Denim Exhibition. Photo courtesy of Guess?, Inc.
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The Next 40 Years of Denim Exhibition \ Photos courtesy of Guess?, Inc.
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To launch The Next 40 Years of Denim exhibition in Tokyo, GUESS JEANS® welcomed an impressive lineup of guests for exclusive private tours tailored for press, media, and an eclectic mix of local and international talent. Among the high-profile attendees were renowned Korean actor Park Seo Jun, global music powerhouse and brand partner Zico, and celebrated Japanese dancer and actor Reo Sano. Their presence underscored the event’s magnetic draw within Asia’s entertainment and fashion circles, adding star power to a milestone moment for the brand’s expanding cultural influence.
Expanding its creative footprint, GUESS JEANS® partnered with VERDY to launch Gift Shop with Friends, an exclusive pop-up within the flagship’s basement. This limited-edition experience features unique pieces designed by VERDY in collaboration with respected local brands like Whimsy Socks, Secret Base Hiddy, BoTT, Car Service, See You Yesterday, TTTMSW, The FLWRS, Blackmeans, and MASU. Entry is by invitation only—accessible with a flyer from the Next 40 Years of Denim exhibition.
Photo courtesy of Guess?, Inc.
VERDY Gift Shop with Friends
"When I heard that GUESS JEANS was opening a store in Tokyo, it naturally led to a conversation about doing something together. The new store is located in the building that used to house BOOKMARC, which had a gallery space in the basement — a space I've used before. 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's Harajuku and street culture. I reached out to the community around me, and many groups agreed to participate. I asked everyone to create items inspired by GUESS JEANS, and this will also be the first time my own collaboration pieces with them are available. I'm excited to see what each brand brings to the table — I'm sure the line-up will reflect their distinct personalities. We're also carefully crafting the interior to make the space immersive and enjoyable. I hope visitors will come not just to shop, but to enjoy the entire experience of the venue itself." - VERDY
GUESS JEANS® welcomed the Tokyo Flagship Opening with a Store Opening Event for close friends and family on July 3, and a large public celebration at ZEROTOKYO featuring performances by Loco, Coogie, Monyhorse, Larry June, and more. Notably, the public party offered free entry, underlining GUESS JEANS®’ commitment to building community through cultural exchange.
The partnership with Zico, one of South Korea’s most influential rappers, singers, producers, and the CEO of KOZ Entertainment, marks a strategic move for GUESS JEANS® as it expands deeper into the Asian market. Known for his genre-blending sound and cultural impact across music, fashion, and youth trends, Zico embodies the boundary-pushing spirit that aligns with Nicolai Marciano’s vision for the brand’s next generation. Together, GUESS JEANS® and Zico are crafting campaigns that fuse denim heritage with the energy of contemporary K-pop and street culture, resonating with a global audience eager for fresh, authentic collaborations that bridge East and West.
"It's an honor to team up with GUESS JEANS and the legendary VERDY. I've always thought it's cool how a heritage brand like GUESS JEANS keeps evolving without losing its identity. That's something I try to do with my music too—staying true to the core while always pushing forward." - Zico
Photo courtesy of Guess?, Inc.
ZICO for GUESS JEANS
ZICO made his debut in 2011 as a member of Block B, immediately standing out by producing the group’s first single, Do U Wanna B?. He quickly rose to prominence with hit songs like NalinA, Nillili Mambo, Very Good, and HER, solidifying his dual role as a rapper and producer. His solo career took off in 2014 with Tough Cookie and the acclaimed EP GALLERY, followed by a standout appearance as a producer on Show Me The Money 4.
In 2020, ZICO’s viral hit Any Song dominated Korea’s music charts and launched the wildly popular dance challenge trend, further establishing him as a cultural tastemaker. He continued that momentum with 2022’s New Thing (Prod. ZICO) and a headlining slot at Japan’s SUMMER SONIC. In 2024, he returned with SPOT! (feat. JENNIE), reaffirming his influence as a solo artist. ZICO remains one of the most dynamic and trendsetting figures in Korean pop music today.
With its new Tokyo flagship, GUESS JEANS® signals a fresh era defined by innovation, cross-cultural dialogue, and an unwavering celebration of denim’s legacy—energized by voices shaping global music and street culture today. Since opening its first store in Amsterdam in May 2024, the brand has rapidly expanded its footprint with flagships in Tokyo, Amsterdam, Berlin, and Los Angeles, alongside a major distribution partnership in India and new locations across Italy, Poland, Spain, Greece, France, Turkey, and Dubai. The Tokyo launch marks a milestone in this global momentum, as Nicolai Marciano’s vision for GUESS JEANS® continues to solidify its position as a leading denim pioneer for a new generation.
Photo courtesy of Guess?, Inc.
Harujuku Store Facade
GUESS JEANS Tokyo Flagship Store:
Location: 4-26-14 Jingumae, Shibuya-Ku, Tokyo 150-0001 Japan
Opening Date: July 4th
Operating Hours: 11am-8pm
VERDY's 'The GUESS JEANS Gift Shop with Friends':
Location: The Basement at 4-26-14 Jingumae, Shibuya-Ku, Tokyo 150-0001 Japan
Dates: Friday 4th July - Monday 12th July
Opening Daily: 11am-8pm
Exclusive Admission: the entry key, a gift shop flyer available only to visitors who attend the GUESS JEANS 'The Next 40 Years of Denim' Exhibition.
GUESS JEANS: The Next 40 Years of Denim Exhibition:
Location: Yodobashi J6 Building (6-35-6 Jingumae, Shibuya-ku, Tokyo)
Dates: Friday 4th July-Monday 12th July
Operating hours:
- Monday - Thursday & Sunday: 11AM - 8PM
- Friday - Saturday: 11am - 9pm
Admission: Free
RSVP through the link: RSVP LINK
About Guess Jeans
GUESS JEANS is an American west coast lifestyle brand rooted in a 40-year denim legacy. Conceived by Nicolai Marciano, GUESS JEANS embodies the next era of denim fashion, with a commitment to sustainability and cutting edge-innovation.
GUESS JEANS offers a full line of core basics focusing on denim that encapsulates the timeless essence of GUESS, seamlessly blending the brand's rich heritage with a contemporary perspective.
As of 3rd June 2024, GUESS JEANS is available on GUESSJEANS.com, in an all-new fleet of GUESS JEANS stores worldwide and through select wholesale partners. Join the GUESS JEANS community: @GUESSJEANS #GUESSJEANS
SOURCE Guess?, Inc.
