GUESS JEANS Opens New Flagship Store in The Heart of Tokyo, with a Takeover of Events Highlighting Community, Authenticity and Culture

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Located in the lively Jingūmae Neighbourhood, the building which was designed by Hiroshi Fujiwara of Fragment Design is positioned steps away from Omotesando Hills, through the back lane of the world famous Cat street. The GUESS JEANS Tokyo flagship 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 brands global expansion, Marciano orchestrated a series of in-market activations, including ‘The Next 40 Years of Denim’ Exhibition, a flagship store opening event, VERDY’s exclusively curated and limited edition ‘Gift Shop with Friends’ and a large community driven public party at ZEROTOKYO with special guests and performances.

“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.” – Nicolai Marciano, Chief New Business Development Officer

The VERDY partnership, announced in March 2025, has been pivotal in amplifying GUESS JEANS’ artistic narrative on a global scale while celebrating and influencing Japanese culture. To celebrate the launch, VERDY curated the ‘Gift Shop with Friends’, an exclusive pop-up within the basement of the flagship store, offering limited products designed by himself alongside renowned local brands; Whimsy Socks, Secret Base Hiddy, BoTT, Car Service, See You Yesterday, TTTMSW, The FLWRS, Blackmeans and MASU. Entrance to the ‘Gift Shop with Friends’ is exclusive. The entry key, a gift shop flyer available only to visitors attending the GUESS JEANS ‘The Next 40 Years of Denim’ Exhibition.

“When I heard that GUESS JEANS was opening a store in Tokyo, it naturally led to a conversation about doing something together. 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. 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’m excited to see what each brand brings to the table — I’m sure the line-up will reflect their distinct personalities. We’re also carefully crafting the interior to make the space immersive and enjoyable. I hope visitors will come not just to shop, but to enjoy the entire experience of the venue itself.” – VERDY

To support the opening of the Flagship Store, Marciano has brought ‘The Next 40 Years of Denim’ exhibition to Tokyo. The first iteration of ‘The Next 40 Years of Denim’ exhibition debuted in January 2024 at Pitti Uomo in Florence. In 2025, the exhibition lands in Tokyo—another milestone in GUESS JEANS’ global expansion. It is hosted at the Yodobashi J6 Building, just off Harajuku Station, and is open to the public from Friday 4th – Monday 12th July. The two-story location will house the GUESS JEANS Exhibition, which, like its predecessors, promises an immersive journey through the brand’s disruptive denim legacy—past, present, and future.

The brand kicked off the opening of The Exhibition with private tours hosted for Press, Media and an influx of local and global talent. Key attendees included Korean Actor, Park Seo Jun, Rapper Zico and Japanese dancer and actor Reo Sano amongst many others.

To celebrate the inaugural Tokyo Flagship Opening GUESS JEANS also hosted a Store Opening Event on July 3rd which welcomed friends and family to gather at the new space, followed by a large-scale public party at ZEROTOKYO with special guests and performances from Loco, Coogie, Monyhorse, Larry June and others. Furthering the brands commitment to supporting the local community, the party was 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. Marciano cements the partnership between the denim pioneer and South Korean rapper – a monumental phase in the brands Global expansion.

“It’s an honor to team up with GUESS JEANS and the legendary VERDY. I’ve always thought it’s cool how a heritage brand like GUESS JEANS keeps evolving without losing its identity. That’s something I try to do with my music too—staying true to the core while always pushing forward.” – Zico

Since opening its first store in Amsterdam in May 2024, GUESS JEANS has expanded to become a global-conquering denim lifestyle brand, with flagships in Tokyo, Amsterdam, Berlin and Los Angeles by 2025, a large-scale distribution partnership in India and stores across Italy, Poland, Spain, Greece, France, Turkey and Dubai. The GUESS JEANS Tokyo Flagship opening marks the brand’s next era. In 2024, Nicolai Marciano launched GUESS JEANS, in 2025, he solidifies its legacy as the leading denim pioneer.

NOTES TO EDITOR:

GUESS JEANS Tokyo Flagship Store:
Location: 4-26-14 Jingumae, Shibuya-Ku, Tokyo 150-0001 Japan
Opening Date: July 4th
Operating Hours: 11am-8pm

VERDY’s ‘The GUESS JEANS Gift Shop with Friends’:
Location: The Basement at 4-26-14 Jingumae, Shibuya-Ku, Tokyo 150-0001 Japan
Dates: Friday 4th July – Monday 12th July
Opening Daily: 11am-8pm
Exclusive Admission: the entry key, a gift shop flyer available only to visitors who attend the GUESS JEANS ‘The Next 40 Years of Denim’ Exhibition.

GUESS JEANS: The Next 40 Years of Denim Exhibition:
Location: Yodobashi J6 Building (6-35-6 Jingumae, Shibuya-ku, Tokyo)
Dates: Friday 4th July-Monday 12th July
Operating hours:

Monday – Thursday & Sunday: 11AM – 8PM
Friday – Saturday: 11am – 9pm

Admission: Free
RSVP through the link: RSVP LINK

Please direct any questions to: [email protected]

About GUESS JEANS

GUESS JEANS is an American west coast lifestyle brand rooted in a 40-year denim legacy. Conceived by Nicolai Marciano, GUESS JEANS embodies the next era of denim fashion, with a commitment to sustainability and cutting edge-innovation. GUESS JEANS offers a full line of core basics focusing on denim that encapsulates the timeless essence of GUESS, seamlessly blending the brand’s rich heritage with a contemporary perspective. As of 3^rd June 2024, GUESS JEANS is available on GUESSJEANS.com, in an all-new fleet of GUESS JEANS stores worldwide and through select wholesale partners. Join the GUESS JEANS community: @GUESSJEANS #GUESSJEANS

SOURCE Guess?, Inc.