Guess Jeans from the past to the future. THE NEXT 40 YEARS OF DENIM," a special exhibition tracing the brand's path, will be held in Harajuku.

GUESS JEANS" made a splash this March with its partnership with artist VERDY.

The brand, which is increasing its focus on the Japanese market, will hold a new type of exhibition for a limited time only. The name of the exhibition is "THE NEXT 40 YEARS OF DENIM.

The exhibition, which will be held to celebrate the opening of the Tokyo flagship store, will trace the history of the iconic denim since its establishment in 1981, as well as introduce the behind-the-scenes of the new GUESS AIRWASH™ technology and the vision for "THE NEXT 40 YEARS OF DENIM".

This is an event where visitors can experience the world of "Guess" in an immersive exhibition space that connects the past, present, and future in a single timeline. Here are some of the highlights!

STONE INSTLLATION

This is a huge stone installation representing the GUESS AIRWASH™, the main attraction of the exhibition.

GUESS AIRWASH™" expresses a texture similar to that of stone-washed fabrics without using large amounts of water or strong chemicals and with reduced power consumption. The space seems to be a place where visitors can dynamically experience the evolution of denim processing from stone to air.

HERITAGE

The theme of this exhibition is "HERITAGE," which allows visitors to experience the 40 years of GUESS since its birth in 1981 through digital archives and a stone-washing machine.

A look back at the culture of the 90s and the history of stonewash development.

WATERGATE

At the "WATERGATE" booth, visitors can experience the evolution from the stonewash technology of the signature item, the 3-zip Marilyn Jeans, to the sustainable GUESS AIRWASH™ technology.

DENIM LAB

In the "DENIM LAB," which is actually in operation, visitors can take a peek behind the scenes of denim production.

They can see the original denim materials, patterns, washes, and other processes that go into the creation of each product on display in kind and on digital screens.

CUSTOMIZATION AREA

At the end of the exhibition, there will be a customization area. All visitors will receive a denim tote bag and will be able to experience engraving their original design using a laser on the spot.

The exhibition will be held for nine days from Friday, July 4 to Saturday, July 12. Please visit this rare opportunity to experience the technology and history of the brand.