Guess Promotes Stone Washing Alternative in Milan and Paris

Guess has come full circle in how it stone washes jeans.

Four decades after the Los Angeles-based brand popularized the washing technique, it is rolling out Guess Airwash, a technology that eliminates the use of pumice stones and significantly decreases water and energy consumption.

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Guess took over the fa?ade of Rinacente in Milan last week with videos and screens showcasing the technology. Guess Airwash is also the focus of a popup display at Galeries Lafayette Champs-Elysee in Paris through July 22.

It is the brand’s second installation in Paris as the city prepares for the summer Olympics. The first was located in Galeries Lafayette Haussmann from May to June.

Developed with Spanish finishing technology company Jeanologia, Guess Airwash relies on three technologies to mimic the look of stonewashed denim. It uses laser to distress jeans, E-Flow, a process that turns fog into nano-bubbles which are then used to control shrinkage and achieve a soft feel, and ozone, a process that applies air to treat garments and give them a worn look.

Guess Airwash uses 80 percent less water and 40 percent less energy than traditional stone washing. It also eliminates toxic chemicals and is safer for workers. The brand retains exclusivity on the technology for an “extensive period,” Guess stated.

Guess Airwash is part of Guess Jeans, a new Gen Z-oriented brand launched by Nicolai Marciano, Guess Inc. chief new business development officer, earlier this year. Guess Jeans incorporates designs from the 1980s with sustainable components and denim finishing technologies.

The first collection debuts eight “airwashes” across jeans, denim shirts and jackets. Women’s styles include skinny, mom and mid-rise straight. For men, the brand offers skinny, slim, straight and relaxed fits.

Guess Jeans opened its first store in Amsterdam in May with an exhibition that gives consumers a behind the scenes look at the Guess Airwash technology.