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GUESS JEANS LEAVES NO STONE UNTURNED IN PIONEERING THE FUTURE OF DENIM

Project type

Editorial - Highsnobiety

Date

June 2024

Link

Highsnobiety

Hot on the heels of its debut at the January 2024 edition of Pitti Uomo, GUESS AIRWASH™, a sustainable technique to craft stonewash-esque jeans, suggests that pumice and water are now passé. The new order of denim opts for lasers that bring a novel edge to stonewash—minus the messy water waste.

Images: GUESS JEANS

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