From the 90s CultureMemories of Outings

Guess interprets woodcutter inspiration and graphics
in the style of the 90’s.


“Leafing through the old GUESS archives for inspiration for autumn was a time of great nostalgia. The graphics were reminiscent of Aspen and the Deer Valley, and the connection between those images and our family outings in the 1990s was immediate. He couldn’t help but become the heart of the creative direction for Autumn 2018.” Nicolai Marciano, Director of Partnerships for GUESS Jeans U.S.A.

GUESS Jeans U.S.A. has retraced the GUESS archives and offers many garments inspired by woodcutters or distinguished by true nineties style graphics for the collection. The protagonist of the promotional campaign, created by photographer Rays Corrupted Mind and stylist Aleali May, is Sheck Wes, the famous rapper of Cactus Jack.
The collection takes up lines and models characteristic of the early nineties, renewed with rustic materials such as corduroy, moleskin and hemp and enriched with graphics that recall some of the places most closely related to the GUESS memory, such as the landscapes of Utah and Colorado.