he Californian denim brand GUESS JEANS and Nicolai Marciano opened in Oriocenter the first store of the GUESS JEANS brand in Italy. GUESS JEANS introduces an industry-changing technology: starting with the traditional stone wash, this sustainable innovation significantly reduces water consumption by replacing the rough stone wash with light and air. Guests are invited behind the scenes to witness the process of the GUESS AIRWASH™ technology. This immersive experience and the inaugural shop opening are in keeping with the narrative that sees GUESS JEANS at the top of denim fashion for the next 40 years.