Guess Jeans is launching Guess Airwash, an innovative technology that eliminates the use of pumice stones and significantly reduces water and energy consumption. This advancement, developed in collaboration with Spanish finishing technology company Jeanologia, uses laser distressing, E-Flow nano-bubble technology, and ozone treatment to achieve the appearance of stonewashed denim without the environmental drawbacks.

The technology uses 80% less water and 40% less energy than traditional methods, eliminates toxic chemicals, and ensures a safer working environment. The rollout of Guess Airwash was highlighted with a takeover of the Rinacente façade in Milan and a popup display at Galeries Lafayette Champs-Elysees in Paris.

This initiative is part of Guess Jeans, a new Gen Z-oriented brand launched by Nicolai Marciano, incorporating designs from the 1980s with sustainable materials and denim finishing technologies. The first collection features eight "airwashes" across various denim styles for both men and women.

Guess Jeans opened its first store in Amsterdam in May, showcasing the Guess Airwash technology and offering consumers an inside look at this environmentally friendly innovation. The brand retains exclusive rights to this technology for an extended period, underscoring its commitment to sustainability and innovation in the fashion industry.