Guess generates buzz around new Tokyo flagship - insidedenim: Glo InsideDenim

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Guess generates buzz around new Tokyo flagship

30/06/2025
Guess generates buzz around new Tokyo flagship
‘The Next 40 Years of Denim’, a traveling exhibition that Guess Jeans first staged in Florence and Amsterdam is now making a stopover in Tokyo where the installation will open to the public from July 4 to July 12. Held in the Yodobashi J6 Building, near Harajuku Station, it is not far from the brand’s new flagship located in Shibuya. 

Curated by Nicolai Marciano, the exhibition is designed to be both educational and entertaining. It focuses on the US brand’s legacy as well as on innovation in denim. At the end of the journey, a customisation workshop will allow guests to personalise a tote bag, assisted by local artists including Ryota Daimon and A Love Movement. 

The brand began courting Japanese culture earlier this year when it formed a creative partnership with graphic artist Verdy. His stints with the world of fashion and music include BlackPink and Humanmade. 

Image shows exhibition held in Amsterdam for the opening of the brand’s Dutch flagship in May 2024

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