GUESS JEANS officially opened its first Asian flagship store in Tokyo on July 10, 2025. The four-story store is located in the lively Jingumae district, near Omotesando Hills, and represents a significant step in the brand's global expansion efforts.
The expansion into Japan is spearheaded by Nicolai Marciano, Chief New Business Development Officer, who also orchestrated a series of in-market activities to celebrate the launch. These activities included 'The Next 40 Years of Denim' Exhibition and a 'Gift Shop with Friends' pop-up curated by Japanese graphic artist VERDY.
The store's design, conceptualized by ASA Architecture Firm under Nicolai Marciano's creative direction, harmonizes Japanese and Californian craftsmanship and architecture. This strategic move aims to amplify GUESS JEANS' artistic narrative and influence Japanese culture, targeting a younger demographic with affordable, sustainable denim.
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