First Look: Guess Jeans opens two-story L.A. flagship
Guess Jeans is returning to its hometown with a new immersive brick-and-mortar location.
The denim brand has opened a two-story, 3,000-sq.-ft. flagship in Los Angeles. Guess Jeans says the store marks a “return to the brand’s origin" and introduces a new era in its global expansion strategy. The location brings customization directly to the shop floor, allowing customers to create unique denim designs within seconds.
[READ MORE: Guess Jeans opens four-story Tokyo flagship]
The new store features a “refined material identity” from the creative direction of Nicolai Marciano, chief new business development officer, and ASA Architecture Firm, including green-tinted terrazzo, brushed stainless steel and modular solid-wood elements. Outside, a sculptural, curved stone-powder brick façade made from recycled marble dust delivers both “visual presence and a commitment to environmentally-conscious building practices.”
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Image courtesy of Josh Cho. -
Image courtesy of Josh Cho. -
Image courtesy of Josh Cho. -
Image courtesy of Josh Cho. -
Image courtesy of Josh Cho.
Inside the flagship, shifting ceiling heights, asymmetrical staircases and dramatic sightlines encourage exploration. A dedicated workshop and customization space serves as a “living laboratory” for design, craftsmanship and collaboration, reinforcing the store’s role as an active cultural platform, according to the brand.
Upstairs, a distinct Guess USA section offers a curated expression of the brand’s “luxury Americana identity and premium apparel.” Guests can also find a creative project inspired by the iconography of early Guess campaigns and the defining pillars of the Guess 45-year archive, led by Marciano and Eli Russell Linnetz.
Technology and storytelling attributes such as curved LED screens, custom lightboxes and a high-fidelity audio system can also be found throughout the space.
“Opening the Guess Jean store in Los Angeles is deeply personal — it is a return to our roots, not only the city where both Guess and I were born but where the story of Guess Jeans began, " said Marciano. "L.A. has always been a cultural epicenter and a place where creative communities thrive. This space is about more than retail, it’s about building something meaningful with and for the city that shaped us, while creating a platform for the next generation of ideas, collaborations, and storytelling.”
Since opening its first store in Amsterdam in May 2024, Guess Jeans has expanded into a global lifestyle brand with flagships in Tokyo, Amsterdam, Berlin and Los Angeles, and stores in Italy, Poland, Spain, Greece, France, Turkey and the United Arab Emirates.
