Guess jeans re-shapes the denim industry with Guess Airwash

Guess Jeans, the brand launched by Guess under the guidance of Nicolai Marciano, has just introduced the new GUESS AIRWASH™ technology, an innovative method of denim dyeing that renews the American brand's commitment to the development of sustainable alternatives for textile production and treatment. Guess has stood out for its modern approach to street style since 1981, the year it was founded, but this new collaboration with Jeanologia tells a whole new story for the brand. The GUESS AIRWASH™ technology was conceived as an alternative to traditional stone washing, which, as the brand explained, has been a practice Guess has launched since its inception, with the Marciano brothers introducing stone washing to the entire fashion industry. With GUESS AIRWASH™, the same effect is reproduced but using air and bubbles instead of water, thus saving water. The technology was previewed by the brand at Pitti Immagine Uomo 105, but it was also featured in Guess's new exhibition in Amsterdam dedicated to the future of denim, The Next 40 Years of Denim, organized on the occasion of the opening of a new store in the Dutch capital, and the takeover that the brand carried out on the terrace of Rinascente Milano.

«The entire process is completely digitized», the experts from Jeanologia explained at the Rinascente Milano event for the presentation of the new GUESS AIRWASH™ technology. By replacing traditional stone washing with a laser and nebulization process, the jeans achieve the same effect while saving 80% of water compared to traditional techniques and a significant amount of time, with results that previously took several hours of work now achieved in a maximum of 30 minutes. «Moreover, stone washing produced a toxic sludge that could not be disposed of», the experts added. «By working only on the surface, with the Airwash technique you also preserve the fabric's resistance and protect it from possible damage». For creative director Nicolai Marciano, the ability of Airwash to protect the integrity of the denim was a decisive factor in the decision to introduce this new technique in all future collections of the brand. «In the past, the challenge was creating the same vintage wash and feel as always while being sustainable, and that's what we're able to achieve now», explains the creative director. «Jeans and T-shirts are a timeless classic for everyone, and there's a lot of depth to what Guess Jeans represents. We are demonstrating it with events like today at Rinascente, and in the next years we will continue to talk about the heritage of the brand and the significant role that Guess played in the denim and fashion landscape». 

With GUESS AIRWASH™, Guess has returned to its roots with a forward-looking perspective, implementing the new technology in a collection in full West Coast style. With contemporary lines that blend vintage aesthetics with a modern cut, Guess is preparing for the next forty years of history starting with the launch of a new way of making jeans. The innovation of GUESS AIRWASH™ perfectly embodies the guiding values of Guess Jeans, created to celebrate and renew Guess's heritage, but also of Jeanologia, a company founded in 1994 to promote an ethical, sustainable, and eco-efficient textile industry. Although denim is a fundamentally sustainable material, as it is known for its low maintenance and long lifespan, a crucial point in terms of sustainability is production, which if done traditionally can require up to 3800 liters of water for a single pair of jeans. For this reason, GUESS AIRWASH™ not only represents an exciting initiative for Guess but also an example to follow for all denim brands that want to take care of the Planet.