GUESS AIRWASH™, the latest in denim technology, is presented for the first time in Japan!

A special exhibition ‘THE NEXT 40 YEARS OF DENIM’ by GUESS JEANS, celebrating the 40th anniversary of the brand, is being held from 4 (Fri) to 12 (Sat) July at the exhibition venue ‘Yodobashi J6 Building’ near JR Harajuku Station, in conjunction with the opening of the flagship shop in Harajuku, Tokyo. The exhibition is being held at the Yodobashi J6 Building near JR Harajuku station from 4 (Fri) to 12 (Sat) July, to coincide with the opening of the flagship store in Tokyo.

The highlight of the exhibition, where visitors can experience the world of GUESS in an immersive exhibition space that connects the past, present and future in a single timeline, is the first-ever Japanese debut of the innovative and sustainable denim technology ‘GUESS AIRWASH™’.

The cutting-edge technology is designed to be resistant to large quantities of water and strong chemicals. This cutting-edge technology reproduces the texture of stonewash without the use of large amounts of water or strong chemicals, and with reduced electricity consumption. It is said to reduce water consumption by up to 80% compared to conventional methods.

Developed by the Spanish company Ginologia, which realises an ethical, sustainable and eco-efficient textile industry, and for which GUESS JEANS holds exclusive global rights.