GUESS JEANS is a specialized denim-focused subbrand of the iconic fashion house GUESS, launched as a modern interpretation of the brand's four-decade heritage in premium denim. Building upon GUESS's legacy as pioneers of stonewashed, slim-fitting jeans since 1981, GUESS JEANS represents the brand's commitment to sustainable innovation through revolutionary GUESS AIRWASH™ technology. This cutting-edge process significantly reduces water and energy consumption by using air and bubbles instead of traditional stone washing methods. The collection draws inspiration from archival designs of the 1980s and 1990s, modernizing classic silhouettes with contemporary appeal while maintaining the brand's signature Americana aesthetic. Crafted from organic and recycled materials, GUESS JEANS offers a complete denim wardrobe featuring pants, shirts, and jackets in various fits for both men and women. With accessible pricing and global availability through dedicated flagship stores and guessjeans.com, the subbrand positions itself as 'making denim sustainable' for the next generation of fashion-conscious consumers.