Guess Jeans Opens Tokyo Flagship

Guess Jeans (Los Angeles) has opened a four-level flagship store in Tokyo, the brand’s first in Asia. The new store’s minimalist design concept “is a harmony between Japanese and Californian craftsmanship and architecture,” project participants said in a news release.

The store, located in a former Bookmarc store in Tokyo’s trendy Jingūmae neighborhood, was created under the direction of Guess Jeans Chief New Business Development Officer Nicolai Marciano, in partnership with Hiroshi Fujiwara of Fragment Design and ASA Architecture Firm.

In its writeup of the store, Oui Speak Fashion reported the interiors resulting from that team’s efforts are “a minimalist concrete design infused with greenery and ceramic art. Each plant species was carefully selected from various regions across Japan, and the ceramics were handcrafted by local artists. The overall space conveys a philosophy of harmony with nature and deep respect for materiality.”

Said Marciano: “The launch of Guess Jeans in Tokyo marks a pivotal moment in the evolution of our brand. Japan has always been a hub of cultural influence and creative energy that aligns with our vision for the future. We’re excited to build something meaningful here that reflects both the spirit of Tokyo and the future of Guess Jeans.”

To celebrate the store’s debut, Marciano orchestrated a series of in-market activations, including installing the brand’s “The Next 40 Years of Denim” exhibition in a nearby building and a gift shop in the store’s basement curated by Japanese fashion designer/artist VERDY.

The Tokyo flagship is the latest store from Guess Jeans, which launched its first such site in Amsterdam in May 2024. On the horizon are flagships in Berlin and Los Angeles. The brand builds on the 40-year legacy of Guess? Inc.’s denim business.