The revitalised sub-label of American classic Guess, Inc - now Guess USA, joins us for SS23. The 90s americana denim vet is now artistically spearheaded by Californian native Eli Russell Linnetz, who's label (ERL) has been sported by Justin Beiber, Pharrell, A$AP Rocky & Ye.
In its heyday, GUESS was known for its sexy denim appeal through fly on the wall style black and white photography of their muse couples, with their signature 'GUESS Jeans' logo in red to finish things off. They're now keen "re-establish" their brand identity through multi-hyphenate (Photographer, Music Producer & Designer) Eli, as said by Guess USA division head, Nicolai Marciano.
Denim is an everyday essential, since the industrial inclusion by Levis in the early 20th century, to more worldwide inclusion via brands like Wrangler, Lee; and of course popularised fashionably, via Calvin Klein, Diesel & True Religion. It's easy to see how a brand like Guess could lose its edge over the years - it's hard to win over the hearts of consumers, especially with a fabric that lasts so long.
Guess, Inc has an offering ranging from unisex ready to wear, women's lingerie & homeware, however with Guess USA the brand look to streamline their range and put focus on jersey, denim and leather goods.
More specifically, in their SS23 collection, you'll be pleased to find a selection of cropped boxy sweatshirts, trucker jackets, flared leather pants, tees with Western American inspired Guess USA logos. A commonality between these products is the idea of aged, worn & distressed clothes - really feeding into this y2k, "streetwear" vibe we keep talking about.
With the success of his own Californian dream label, Linnetz hopes to bring that magic spark back to Guess USA and take it back to its glory days through his candied, dreamy photographic style and fashion know-how, for this new age, youthful customer.
Our offering for Guess USA is available online at https://htown.co.uk/collections/guess-usa & in store.
By Luca Allick-Smith