Guess Jeans partners with Hysteric Glamour for SS26 capsule collection
Guess Jeans has partnered with cult Japanese label Hysteric Glamour to create a special Spring/Summer 2026 collection that connects California surf & skate nostalgia with Tokyo_s counterculture appeal.
Set to launch April 3_ the collaborative collection is inspired by both brands_ legacies_ reimagining archival designs and classic silhouettes from Guess Jeans through Hysteric Glamour_s signature graphic and subversive lens. The collection features vintage West Coast iconography from Guess Jeans with iconic Hysteric motifs_ which have been layered and remixed on different styles.
“Guess Jeans and I have shared the same era. For this collaboration_ I reinterpreted the nostalgia I once felt for Guess Jeans through the lens of Hysteric Glamour. I hope the next generation will enjoy styling these pieces in their own way_” said Nobuhiko Kitamura_ founder of Hysteric Glamour_ in a statement.
Labels are appliquéd over pockets and stitched across pieces from the collection like archival stickers_ adding a tactile_ handcrafted feel. Embossed and laser-treated denim is paired with textured_ Venice Beach–inspired retro multi-stripe fabrics_ resulting in a bold collection that feels both nostalgic and new.
“This collaboration represents a natural synergy between two brands that have always celebrated individuality_ youth culture_ and bold self-expression. Bringing together the visual worlds of Guess Jeans and Hysteric Glamour allows us to honour our heritage while creating something new_ playful and unexpected for the next generation_” said Nicolai Marciano_ Chief New Business Development Officer at Guess Jeans.
A new campaign_ shot on location at a motel in Los Angeles_ which channels cinematic nostalgia and portrays a cast that fluidly navigates between both cultural spheres_ will simultaneously launch via social media with the collection.
The upcoming launch of the collaborative collection is part of Marciano_s wider international push to position Guess Jeans at the intersection of fashion_ music_ and art_ while spotlighting Japan_s continued influence on global youth culture. Building on its global relaunch_ Guess Jeans continues to expand through international activations and cultural partnerships.
The Guess Jeans x Hysteric Glamour Spring 2026 collection will launch at flagship stores in Los Angeles_ Tokyo_ and Berlin_ alongside select retailers and global e-commerce platforms.
Founded in 1984_ Hysteric Glamour has grown into a defining force in Harajuku_s countercultural scene_ mixing rock_ pop art_ and Americana into a rebellious aesthetic that connected Japanese street culture with Western influences.
