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Guess Focuses on Performance Fabrics for European Market

Guess is placing an emphasis on performance denim in its Spring ’17 collection for European markets.

The brand first introduced the #Smartguess collection in 2015, featuring fabrics that offered enhanced shaping qualities, as well as flexibility and comfort.

For Spring ’17, Guess is rolling out Cold Black, a line of denim made with fabric enriched with heat-regulating technology. The fabric reflects sunlight more effectively than regular black denim with a sun protection factor over 30 helping to reduce heat build-up. This allows for more comfortable wear during hot months.

For white denim, Guess is touting Stay White, a fabrication that ensures white jeans at all times, thanks to a special treatment which protects the denim from water and oil-based liquids. Guess guarantees white jeans for up to 20 washes.

The brand is also introducing dry-fast technology from the Fast Blue line of breathable, water-resistant denim. The denim directs moisture away from the body for comfort.

Guess’ spring denim collection for Europe includes trendy styles like flared jeans with patch pockets, skinny jeans and cut-off shorts.