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Guess Takes a Nostalgic Approach to Activewear in New Capsule Collection

Guess Jeans U.S.A. is tapping into two of the biggest trends currently shaping fashion: sport and ’90s nostalgia.

This week, the brand will launch Guess Sport, a capsule collection that incorporates both concepts. The men’s and women’s collection “re-masters” graphics and pieces from Guess’ archives through updated materials and an emphasis on cut and sew constructions. For the collection, Guess tapped Los Angeles-based Babylon, Rokit, Pleasures, Fontaine Cards and more to reimagine vintage Guess iconography and create co-branded pieces.

Styles span classic sweatshirts and sweatpants, to workout tights, undergarments and accessories. The Guess Sport line retails for $40-$110 for the apparel. Undergarments retail for $15-$20 and $20-$160 for accessories.

To spread the word, Guess will host a two-day interactive pop-up experience with professional and local athletes in downtown L.A. Aug. 24-25. Dressed in the Guess Sport line, athletes will compete in their sports at Lot 5, where Guess will have a soccer field, basketball court, carnival area and skate park. There will also be live performances by local musicians, a car show and food.

Guess Sport
Guess Sport Courtesy

Through the outdoor activation, Guess aims celebrate the renewed energy of downtown L.A., where the company launched almost 40 years ago.

“We really strive to create immersive experiences around all the collaborations or projects we do,” Nicolai Marciano, Guess Inc. director of brand partnerships and specialty marketing, told Rivet. “We spend a lot of time concepting the clothing and like to bring the customer into whatever that world is, allowing them to take home an experience to remember.”