To enhance its global presence and expand into the Japanese market, GUESS JEANS has announced a creative partnership with renowned Japanese multi-hyphenate artist VERDY. This collaboration marks a pivotal moment for GUESS JEANS, blending VERDY’s contemporary artistic vision with the brand’s rich heritage and innovative spirit.
Under the leadership of Nicolai Marciano, Chief New Business Development Officer, GUESS JEANS has been actively expanding its global footprint. Since its brand launch in 2024, GUESS JEANS has opened flagship stores in Amsterdam and Berlin and spearheaded its entry into India through a strategic partnership with Tata Unistore.
The Partnership with VERDY
The partnership between GUESS JEANS and VERDY is not new; the two have been collaborating since 2023 with activations in Paris and Osaka. However, in 2025, Nicolai Marciano solidified the relationship, welcoming VERDY into the GUESS JEANS family.
VERDY, known for his creative projects such as “Girls Don’t Cry” and “Wasted…
Youth,” brings a fresh perspective to GUESS JEANS’ global universe. “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,” said VERDY spokesperson.
Nicolai Marciano noted, “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.
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”. This partnership is part of GUESS JEANS’ broader strategy to enhance its presence in Japan.
The brand is set to open flagship stores in Tokyo and Los Angeles, marking a significant milestone in its global expansion. VERDY’s involvement is expected to bring new energy to the brand’s Japan expansion, leveraging his influence as a creative pioneer in the region.
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