GUESS JEANS officially opened its first flagship store in Asia earlier this month, unveiling a four-storey site in Tokyo’s Jingūmae neighbourhood. The launch marked a major step in the brand’s global expansion, led by Nicolai Marciano, Chief New Business Development Officer.
Designed in collaboration with Hiroshi Fujiwara of Fragment Design and realised by ASA Architecture Firm, the Tokyo flagship blended Californian and Japanese craftsmanship in both form and function. Located just behind Cat Street and moments from Omotesando Hills, the store positioned the brand at the heart of one of Tokyo’s most fashion-forward precincts.
To celebrate, GUESS JEANS rolled out a series of in-market activations. These included the Tokyo debut of its international exhibition The Next 40 Years of Denim, an exclusive store launch event, a limited-edition pop-up curated by VERDY, and a large-scale public party at ZEROTOKYO.
“The launch of GUESS JEANS in Tokyo was a defining moment for us,” said Marciano.
“Japan has always influenced global creativity and style. This store reflects the future we see for the brand, one that’s rooted in culture, community and craft.”
The partnership with VERDY played a key role in shaping the Tokyo campaign. First announced in March, the collaboration brought together local brands for a curated pop-up titled Gift Shop with Friends. Housed in the basement of the flagship store, the installation featured limited pieces from Whimsy Socks, Secret Base Hiddy, BoTT, Car Service, See You Yesterday, TTTMSW, The FLWRS, Blackmeans and MASU. Entry was by invitation only, with flyers handed out at the denim exhibition.
“The new store is in the old BOOKMARC building, which had a gallery I’ve used before,” said VERDY.
“It felt natural to bring the community together here. Everyone involved created pieces inspired by GUESS JEANS. We also designed the space to be immersive. It’s not just a shop, it’s an experience.”
The Tokyo edition of The Next 40 Years of Denim followed a successful debut at Pitti Uomo in Florence. The exhibition, earlier this month, took over two floors of the Yodobashi J6 Building near Harajuku Station, showcasing the brand’s creative evolution through past icons and forward-looking designs.
The opening attracted a strong lineup of local and global guests, including actor Park Seo Jun, rapper ZICO, and Japanese dancer Reo Sano. A private launch event welcomed media, friends and family, followed by a public celebration at ZEROTOKYO featuring performances by Loco, Coogie, Monyhorse, Larry June and others.
ZICO also fronted GUESS JEANS' latest global campaign, reinforcing the brand’s growing connection to contemporary music and street culture.
“Partnering with GUESS JEANS and VERDY felt right,” said ZICO.
“I respect how the brand stays authentic while evolving. That’s something I aim for in my own work too.”
With flagship stores now open in Amsterdam, Berlin and Los Angeles, and distribution expanding across Europe, India and the Middle East, the Tokyo opening underscored GUESS JEANS’ emergence as a modern lifestyle brand with global ambition and deep cultural roots.
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