Guess Jeans opens first mainland Asia flagship in Tokyo

Guess Jeans is set to open its first store in mainland Asia, in Tokyo, on July 4. 

Located in the Jingūmae Neighbourhood, the store blends Japanese and Californian design influences to reflect the brand’s roots while embracing Tokyo’s dynamic fashion culture.

Spanning four-stories, the store is characterized by a minimalist pure concrete look, complemented by a strong focus on vegetation, including a curated selection of plant species, presented in local ceramic artefacts.

Inside, all fixtures intentionally share the minimal yet detailed design language with an open space that creates a continuation between exterior and interior.

“Asia is one of the most dynamic and influential cultural landscapes in the world, and opening our first Guess Jeans flagship in Tokyo marks a major milestone in our continued expansion,” said Nicolai Marciano, chief new business development officer. 

“Japan has always been a global leader in design, innovation, and cultural influence—values that are deeply rooted in our brand DNA. This space represents more than retail; it’s a platform to engage directly with a new generation of creative voices in the region. We’re excited to plant deeper roots in Tokyo as part of our long-term vision for growth across Asia.” 

As part of the store opening, Guess Jeans is launching the Tokyo edition of its travelling exhibition, “Guess Jeans: The Next 40 Years of Denim”. The exhibition celebrates over 40 years of brand history and features denim-washes and styles from the brand’s various eras. 

Likewise, access to the exhibition also unlocks entry to a collaboration with Japanese artist Verdy. Located in the store’s basement, the exclusive pop-up shop curated by Verdy brings together exclusive and limited products designed by himself, alongside influential names including Whimsy Socks, Secret Base Hiddy, BoTT, Car Service, See You Yesterday, TTTMSW, The FLWRS, Blackmeans, and Masu.

Following its debut in Amsterdam in May 2024, the Tokyo flagship represents another milestone in Guess Jeans’ expansion. Guess Jeans has also expanded with flagships in Berlin and Los Angeles set to open by 2025, a large-scale distribution partnership in India and stores across Italy, Poland, Spain, Greece, France, Turkey and Dubai.