GUESS JEANS and Nicolai Marciano announce an exciting new creative partnership with world renowned Japanese multi-hyphenated artist VERDY.

Rhea-AI Summary

GUESS JEANS has announced a strategic creative partnership with renowned Japanese artist VERDY, marking a significant expansion of their global presence. The collaboration, led by Chief New Business Development Officer Nicolai Marciano, builds upon successful activations in Paris and Osaka since 2023.

The partnership announcement comes amid GUESS JEANS' international growth, following the brand's launch in 2024, which included opening flagship stores in Amsterdam and Berlin, and expanding into India through Tata Unistore. VERDY, known for creating iconic projects like 'Girls Don't Cry' and 'Wasted Youth,' brings extensive experience from collaborations with global brands including Nike, Kenzo, and McDonald's.

This alliance precedes the upcoming opening of GUESS JEANS flagship stores in Tokyo and Los Angeles, strategically positioning the brand for its next phase of expansion in Japan.

Positive

• Strategic expansion into key markets with new flagship stores in Amsterdam, Berlin, and planned openings in Tokyo and Los Angeles
• Successful market entry into India through partnership with Tata Unistore
• Partnership with influential artist VERDY strengthens brand position in Japanese market

Negative

• None.

LOS ANGELES, March 31, 2025 /PRNewswire/ -- GUESS JEANS and Chief New Business Development Officer, Nicolai Marciano announce an exciting new creative partnership with Japanese multi-hyphenate Artist VERDY. This partnership marks the beginning of something special, blending VERDY's contemporary artistic vision with the rich heritage and innovation of GUESS JEANS.

Since 2023, GUESS JEANS has maintained an ongoing series of global partnerships with VERDY, activating across Paris and Osaka. In 2025 Nicolai Marciano solidified the brand's relationship with the multi-hyphenate artist, welcoming VERDY into the GUESS JEANS family.

"I'm excited to be working with GUESS JEANS and my good friend, Nicolai. I've always respected how much passion he and his family have put into the brand. GUESS has so much history and culture and I'm happy to be a part of it." - VERDY

Following the brand launch in 2024, Nicolai Marciano curated global activations, opened Flagship stores in Amsterdam and Berlin, and spearheaded the brand's expansion to India through a partnership with Tata Unistore. The partnership announcement of VERDY is the latest installment in the GUESS JEANS global evolution, developing in-market expansions alongside the brand's cultural and artistic rolodex.

"I've had the pleasure to know and be friends with VERDY over the years. I've always admired his kindness and ability to bring a fun and playful element to everything he touches. Pursuing a major shift in our strategy in Japan, which is now focused through a GUESS JEANS lens, I felt strongly about bringing VERDY in for this exciting new chapter." - Nicolai Marciano.

As Japan's creative pioneer, VERDY plans to enhance and reimagine the GUESS JEANS Global universe. Bringing a new energy, the appointment of VERDY forecasts the next phase in the brand's Japan expansion strategy.

VERDY's illustrious portfolio includes iconic projects such as "Girls Don't Cry" and "Wasted Youth," along with his beloved characters Vick and Visty. His collaborations span global brands like Nike, Human Made, Kenzo, Beats by Dre, McDonald's, Instagram, and Dover Street Market. Notably, he served as the artistic director for ComplexCon Long Beach 2022, ComplexCon Hong Kong 2024, and the K-pop sensation Blackpink's "Born Pink" tour.

As part of GUESS JEANS' ongoing commitment to spotlight innovative and emerging voices shaping fashion, art, music, and culture, VERDY joins the brand's creative universe. This partnership comes ahead of the highly anticipated GUESS JEANS flagship store openings in Tokyo and Los Angeles, bridging influences from both cities and setting the stage for what's next.

For press enquiries, please contact AGENCY ELEVEN, liz@agencyeleven.co.uk

View original content to download multimedia:https://www.prnewswire.com/news-releases/guess-jeans-and-nicolai-marciano-announce-an-exciting-new-creative-partnership-with-world-renowned-japanese-multi-hyphenated-artist-verdy-302415933.html

SOURCE Guess?, Inc.

FAQ

What is the significance of GUESS JEANS' partnership with VERDY for their Japan expansion?

The partnership with VERDY, a prominent Japanese creative artist, represents a strategic move to strengthen GUESS JEANS' presence in Japan, coinciding with their upcoming Tokyo flagship store opening.

How has GUESS JEANS expanded globally since 2024?

GUESS JEANS has opened flagship stores in Amsterdam and Berlin, partnered with Tata Unistore for Indian market entry, and maintained activations in Paris and Osaka.

What major projects and collaborations has VERDY worked on before joining GUESS JEANS?

VERDY has created 'Girls Don't Cry' and 'Wasted Youth' projects, and collaborated with Nike, Human Made, Kenzo, McDonald's, and served as artistic director for ComplexCon events.

Which new GUESS JEANS flagship stores are planned to open?

GUESS JEANS plans to open new flagship stores in Tokyo and Los Angeles, bridging influences from both cities.