Guess Jeans expands into eyewear

Though still in its infancy_ Guess_ Guess Jeans label is already venturing into new territories. The denim-focused brand_ launched early last year_ is exploring the eyewear market for the first time with the launch of a dedicated collection.

Created in partnership with eyewear group Marcolin_ the inaugural line is designed to appeal to younger consumers among Gen Z and Gen Alpha through an offering of “easy-to-wear”_ unisex styles.

Its launch was overseen by the brand_s chief new business development officer_ Nicolai Marciano_ who has set out to diversify Guess Jeans_ range_ combining “modern trends with a strong commitment to innovation”_ a press release revealed. Each of the designs incorporates the brand_s star motif and logo_ underlining its identity for a “trend-seeking” audience.

Riding on the back of its parent label Guess_ Guess Jeans has experienced rapid expansion since its debut at Pitti Uomo in January 2024. Marciano has opened dedicated flagship stores in Europe_ oversaw launches in India and Japan_ and established partnerships with global creators like Verdy_ each part of a wider effort to bring the brand to new audiences.

This latest venture builds on Guess_ existing partnership with Italy's Marcolin_ which earlier this year expanded its licensing agreement with the US brand for a further 10 years. According to Marcolin CEO_ Fabrizio Curci_ the Guess brand “is one of the most important in Marcolin_s portfolio”.