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Guess Aims to Spark Joy with FriendsWithYou Collaboration

Rivet's 2020 Denim Circularity report takes a deep dive into how the global denim industry is plotting its circular future amidst a worldwide pandemic.

A new collaboration injects color and whimsy into Guess’s fall offering.

The Los Angeles-based denim brand partnered with fine art collaborative FriendsWithYou for a line of men’s and women’s jackets and sweatshirts featuring the group’s signature character, Little Cloud. The five-piece collection debuted last week at Nanzuka 2G in Tokyo and will launch in the U.S. Thursday exclusively at guess.com.

The line includes a men’s reversible nylon jacket with rainbow stripes on one side and a vibrant yellow on the other. Another men’s jacket as well as a sweatshirt features the Little Cloud print. The women’s faux fur jacket is offered in a soft shade of pink with Little Cloud featured on the back.

Guess and art collaborative FriendsWithYou teamed up on jackets and sweatshirts featuring the group's joyful character, Little Cloud.

Guess x FriendsWithYou

FriendsWithYou co-founders Samuel Borkson and Arturo Sandoval III aim to spread the positive message of “magic, luck and friendship” through immersive installations and interactive artworks. The artists incorporate healing arts, rituals, animation and optimistic symbols through various mediums including sculptures, paintings and live performances.

As the collaborative’s emblem of hope and the “unification between humans and the natural world,” Little Cloud echoes their message of peace, joy and positivity. “Little Cloud in itself is a positive call to action to spread and share happiness and connectivity,” Guess stated.

Guess and art collaborative FriendsWithYou teamed up on jackets and sweatshirts featuring the group's joyful character, Little Cloud.

Guess x FriendsWithYou

Guess has plugged into FriendsWithYou’s creativity in the past. Guess partnered with FriendsWithYou last fall on a capsule collection of merchandise for J Balvin’s Arcoiris Tour.

“Whether it’s been collaborating for J Balvin and his tour or some of our latest works in progress, the energy and aesthetics always feel unforced and complementary to each brand involved,” Nicolai Marciano, Guess brand partnership director, said of the collaborative.

The retail price range for the Guess x FriendsWithYou collection is $89-$158.

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