Guess Jeans lands in Tokyo to expand in Asia

Guess Jeans has just opened a four-story flagship store, the brand’s first in Asia. Leading the brand’s expansion in Japan is chief new business development officer, Nicolai Marciano.

The flagship is located in the lively Jingūmae Neighbourhood, inside a building which was designed by Hiroshi Fujiwara of Fragment Design near to Omotesando Hills.

Guess Jeans, Tokyo

The Guess Jeans Tokyo store design concept is a harmony between Japanese and Californian craftsmanship and architecture. Under the creative direction of Nicolai Marciano, the project was conceptualized and designed by ASA Architecture Firm.

To celebrate the next phase in the brand’s global expansion, Marciano has organised a series of in-market activations, including “The Next 40 Years of Denim” Exhibition, a flagship store opening event, exclusively curated by Japanese artist Verdy along with a limited edition “Gift Shop with Friends” and a large community driven public party at Zerotokyo with special guests and performances.

Guess Jeans, “The Next 40 Years of Denim” exhibition, Tokyo

“The launch of Guess Jeans in Tokyo marks a pivotal moment in the evolution of our brand,” commented Nicolai Marciano.

“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,” he added.

The partnership with Verdy plays a key role in amplifying Guess Jeans’ narrative on a global scale while celebrating and influencing Japanese culture. For the launch, Verdy curated the “Gift Shop with Friends”, a pop-up within the basement of the flagship store, offering limited products designed by himself alongside renowned local brands including Whimsy Socks, Secret Base Hiddy, BoTT, Car Service, See You Yesterday, TTTMSW, The FLWRS, Blackmeans and Masu.

Guess Jeans collaboration item

“When I heard that Guess Jeans was opening a store in Tokyo, it naturally led to a conversation about doing something together,” said Verdy.

“The new store is located in the building that used to house Bookmarc, which had a gallery space in the basement, a space I’ve used before. Since Guess Jeans plans to host pop-ups in this space going forward, I wanted to launch one that brings together people who symbolize today’s Harajuku and street culture,” he said.

“I reached out to the community around me, and many groups agreed to participate. I asked everyone to create items inspired by Guess Jeans, and this will also be the first time my own collaboration pieces with them are available. I think the line-up perfectly reflects their distinct personalities. We’re also carefully crafting the interior to make the space immersive and enjoyable. I hope visitors haven’t come not just to shop, but to enjoy the entire experience of the venue itself,” Verdy added.

Guess Jeans, “The Next 40 Years of Denim” exhibition, Tokyo

Within the opening of the Tokyo flagship store, they also hosted “The Next 40 Years of Denim” exhibition, the same one that debuted for Pitti Uomo in January 2024.

The exhibtion was hosted at the Yodobashi J6 Building, just off Harajuku Station until July 12th, and presented a journey through the brand’s denim legacy—past, present, and future—to the attention of many visitors including illustrious attendees like Korean actor Park Seo Jun, rapper Zico and Japanese dancer and actor Reo Sano amongst many others.

To celebrate the inaugural Tokyo flagship opening they also welcomed friends and family, followed by a large-scale public party at Zerotokyo with special guests and performances from Loco, Coogie, Monyhorse, Larry June and others and was later also open to the public with free entry.

Part of the global expansion included tapping South-Korean rapper, singer, producer and record label CEO, Zico, to front the latest campaign.

Guess Jeans, Tokyo

Since opening its first store in Amsterdam in May 2024, Guess Jeans has expanded and inaugurated various flagship stores including the Tokyo one—marking the brand’s next expansion plan—along with Amsterdam, Berlin and Los Angeles by 2025, and supported by a large-scale distribution partnership in India and stores across Italy, Poland, Spain, Greece, France, Turkey and Dubai, spreading further the brand’s next evolution phase.

GUESS JEANS FLAGSHIP STORE TOKYO
4-26-14 Jingumae
Shibuya-Ku
Tokyo 150-0001
Japan

Operating Hours: 11am-8pm