Guess Jeans U.S.A. is revisiting its roots in more ways than one.
For Fall ’18, the brand blends archival designs and prints with pieces inspired by the outdoors. The collection features silhouettes referenced from the early ’90s that have been updated with cozy corduroy, moleskin and canvas materials.
Guess’ woodland theme—a look Levi’s keyed into with its new collaboration with Justin Timberlake—is carried out across the brand’s line of sweatshirts and hoodies with embroideries inspired by Utah and Colorado landscapes. A canvas cargo vest is decorated with novelty patchwork and striped tees and flannel shirts in earthy colorways.
The collection comes together in a Fall ’18 campaign shot by Rays Corrupted Mind starring rapper Sheck Wes in a laidback, hipster camping scene.
“Going through the archives to get inspiration for fall was nostalgic for me. The graphics referenced Deer Valley and Aspen and I could immediately make the connection from the family trips in the 90’s to the themes of the artwork. This became the centerpiece of the creative direction for Fall ’18,” Nicolai Marciano, director of brand partnerships for Guess Jeans U.S.A., said.
The Fall ’18 collection will launch at Juice LA for a week-long pop-up shop, and online at Guessjeans.com on Oct. 15.
The fall collection serves as a prequel to the main launch that was introduced through the unique capsule designed by DRx LOVE which includes one-of-a-kind pieces like ponchos and jackets remixed with textiles from Guess Jeans U.S.A.
Guess Jeans’ archive is proving to be a bottomless well of inspiration as denim wades in a ’90s phase. The brand has rolled back the clock the reintroduce its iconic triangle logo, varsity jackets and vintage washes.