Although the fashion industry is becoming saturated with new brands and budding businesses, some names have proven to stand the test of time. One of those whose legacy will live on for years on end is GUESS, an American clothing brand and retailer founded by the Marciano brothers decades ago.
Like many others, the idea of living the American dream appealed to the Marciano brothers, who were fueled by their ambitions, goals, and aspirations. These men eventually left the south of France and took off to the other side of the world, hoping that their dreams would turn into reality. Sure enough, what awaited them was something even better and bigger than they imagined.
The Marcianos, heavily inspired by their European influence, tapped into their revolutionary flair, redefined denim, and established GUESS in 1981. One of their initial designs was a stonewashed, slim-fitting pair of jeans known as the 3-zip Marilyn. Because this piece did not look like any of the typical jeans displayed in stores, it would soon become the cornerstone of a brand that has captured hearts and sparked inspiration.
Bloomingdale’s was the first department store to welcome GUESS by ordering two dozen pairs of jeans. With its fresh look and novel style, the jeans disappeared from the shelves within only a few hours. Little did the Marcianos know at that time, this event would mark the beginning of a long and cherished success story.
Throughout the years, GUESS has been inviting people to dream big with its iconic and timeless advertising campaigns that are prominent for turning random faces into famous models. To no one’s surprise, it did not take long for the brand to evolve into a symbol of a young, sexy, and adventurous lifestyle. As a matter of fact, people who were rooting for the company knew that things could only get better from there.
With no plans of slowing down anytime soon, GUESS decided to take its operations to greater heights. Proving to be unstoppable at its game, it was able to bring its game to the next level. In 2004, the brand addressed itself to the challenge of expanding its horizons and diving into another venture with a new retail concept for its contemporary collection called Marciano.
The Marciano brand offers a fashion-forward collection geared towards trend-setting women and men. In 2007, the G by GUESS retail concept came to life and gained its Southern California aesthetic from the Marciano brothers’ personal passion for the young, California lifestyle they so enjoyed when they first moved to America.
Looking back, the Marciano brothers cannot be any more grateful for taking the risk of leaving their hometown. Although stepping out of one’s comfort zone is never a pleasant experience, they knew it was a necessary step that would lead them to the pinnacles of success. True enough, leaving for America was one of the best things that ever happened to them.
Today, GUESS has blossomed into the global lifestyle brand the Marciano brothers envisioned it to be. With a full range of denim, apparel, and accessories offered in over 80 countries around the world, this fashion powerhouse serves as the much-needed voice for chasing dreams and fulfilling ambitions.
Learn more about GUESS here.
Source:
https://www.guess.com/us/en/our-story.html#:~:text=GUESS%20was%20established%20in%201981,pursuit%20of%20the%20American%20dream.&text=In%202004%2C%20the%20company%20expanded,trend%2Dsetting%20women%20and%20men.
