Guess Jeans announced on Monday a new creative partnership with Japanese multi-hyphenate artist Verdy.

Recognized as a creative pioneer in Japan, Verdy is set to reimagine and enhance the Guess Jeans global universe, bringing a new energy into the brand’s expansion in Japan.

“I’ve had the pleasure to know and be friends with Verdy over the years. I’ve always admired his kindness and ability to bring a fun and playful element to everything he touches,” said chief new business development officer Nicolai Marciano.

“Pursuing a major shift in our strategy in Japan, which is now focused through a Guess Jeans lens, I felt strongly about bringing Verdy in for this exciting new chapter.”

Since 2023, Guess Jeans has cultivated an ongoing relationship with Verdy through a series of activations across Paris and Osaka.

His portfolio includes projects such as Girls Don’t Cry and Wasted Youth, along with his beloved characters Vick and Visty. He has collaborated with brands such as Nike, Human Made, Kenzo, Beats by Dre, McDonald’s, Instagram, and Dover Street Market. Verdy has also held prominent roles as the artistic director for ComplexCon Long Beach 2022, ComplexCon Hong Kong 2024, and Blackpink’s Born Pink tour.

“I’m excited to be working with Guess Jeans and my good friend, Nicolai. I’ve always respected how much passion he and his family have put into the brand. Guess has so much history and culture and I’m happy to be a part of it,” added Verdy.

Most recently, Marciano, who has been instrumental in Guess Jeans’ global expansion, curated key brand activations in 2024, launched flagship stores in Amsterdam and Berlin, and led the brand’s entry into India through a partnership with Tata Unistore.

Looking ahead, Guess Jeans is set to open flagship stores in Tokyo and Los Angeles.

Author Credits: Jennifer Braun, FASHION NETWORK