Guess Jeans opens the first shop in Berlin - sustainable production and California casual look

Guess Jeans opens the first shop in Berlin - sustainable production and California casual look

"Guess Jeans" opens the first shop

Berlin. A new jeans brand with California roots opened its first shop in Mitte. "Guess Jeans" relies on casual cuts and sustainable production technologies to lead the jeans industry in the future.

in the hustle and bustle shopping district around Münzstraße in Mitte there is a new attraction for jeans lovers. "Guess Jeans" opened his first shop in Germany on Thursday evening. With a big party, accompanied by music and numerous young guests, the casual jeans models were first presented in Berlin in the vintage look. The business in Neue Schönhauser Straße 9 acts independently of the sister brand "Guess" and has developed innovative technologies to lead the jeans industry in the future.

"guess jeans" bring the California casual look with

The California Denim brand was designed by Nicolai Marciano, the Chief New Business and Development Officer. Marciano describes the style of the new jeans line as a "California casual". Inspired by a relaxed, relaxed lifestyle in California, he designed the cuts based on old photo shots of early jeans models. The prices for the jeans are between 89.99 and 109.99 euros.

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40 years ago, “Guess” revolutionized the jeans production with Stonewash technology. Now the brand is breaking new ground to meet contemporary demands on sustainability and innovation. Instead of the traditional, water-intensive Stonewash technology, "Guess Jeans" uses the more environmentally friendly "Guess Air Wash Technology". This washing technique only takes place by adding water and oxygen and saves 80 percent of water, explains Marciano.

The shop in Mitte is more than a simple business. It is called a design shop and is in the immediate vicinity of other renowned brands such as "Liebeskind" and "Tiger of Sweden". Nicolai Marciano emphasizes that physical experience is an important part of the "Guess Jeans" history. The interior is minimalistic and the selection of jeans, jackets, shirts and hoodies is manageable and not overwhelming. The shop design is reminiscent of the Southern California roots of the brand.

Marciano: "The situation has a lot of potential"

A special highlight in the shop is the tribute to Rosenthaler's subway station, which is shown in the form of orange tiles. The carpets in the shop are graphically designed and refer to the padding of the Berlin subway from the 1980s. In addition, the shop has its own laser machine, with which customers can have their bought jeans refined with an individual lettering. Nicloai Marciano says about the choice of the location: "The situation has a lot of potential. There are young people and many other shops here." According to Amsterdam, Berlin is the second location of "Guess Jeans" in Europe. In the future, large flagship stores will follow in Los Angeles, Tokyo and other cities.

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- Nag