Guess Jeans Historical Series

Guess was looking to develop a new brand identity for their vintage line of jeans, and what better way to differentiate Guess from the competition than to focus on the historical legacy of denim products, with an added emphasis on the company's European heritage?

This ad campaign, the first for Guess Jeans to not feature their trademark sexy models, was widely covered in the trade press, and was featured in Ad Age, Art Direction and Archive, just to name a few. More remarkable was the reaction it provoked in Levi's with regards to their "original jeans" claim...

Guess Jeans Historical Series

Below jeans: Guess Antique-finished Jeans acquire their unique appearance by way of a special wash utilizing twilled fabric for stronger, lasting life and good looks.

Guess Jeans Historical Series

Guess Stonewash Jeans get their texture from a special process that involves the use of pumice stones, leaving them soft and supple, yet tough as steel.

Guess Jeans Historical Series

Guess Dark Stonewash Jeans get their "breaking in period" accomplished by a special stonewashing process designed for freedom and comfort in motion.