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Guess Introduces Stay White Denim for Summer

In March, Old Navy aroused industry interest by introducing white jeans that repelled stains, and now Guess is unveiling its own interpretation of ever-white denim in time for Memorial Day.

The Stay White Denim collection is the newest addition to Smart Guess, the brand’s range of performance denim. Stay White Denim garments are treated with two finishes: one repels both water and oil-based liquids, and the other brightens the fabric after every wash and is durable for over 20 washes.

Styles including a shape-up jegging, pencil skirt, peplum top and a button-up overall.

Guess has been going strong with denim innovation, gradually adding to the Smart Guess line. In the last year, Guess released jeans with moisturizing, cooling and shaping properties.