Guess Jeans returned to Pitti this season with the launch of its new Airwash concept and the unveiling of a giant immersive display The Next 40 Years of Denim.
Due to extremely high usage of water and environmental damages involved in stone washing, the brand has pivoted to a new technology they have dubbed ‘Airwash’. Besides an installation on the main grounds of Fortezza Da Basso the heart of Pitti, Guess built a major off-site exhibition inside Florence’s newest theatre, Teatro Del Maggio.
“We wanted to celebrate the DNA of our company – California lifestyle, denim and product innovation. We redefined the denim industry 42 years ago popularising stone-washed jeans to the world. Fast forward four decades and we are making a big statement again with denim with our new wash process,” argued Nicolai, in a tour of the exhibition.
Standing inside the “Stone to Air” pop-up installation that features revolutionary Guess AirwashTM technology, for which the brand has an exclusive license. Its key innovation is Airwash, which Guess boasts uses zero stones and no toxic chemicals, reduces water use by 80 per cent, and conserves energy. In effect, this new technology replaces the use of pumice stones with light and air.
Presented in giant racks, the resulting new jeans had a great smooth finish. They could also be inscribed for visiting retailers and editors using the Jeanologia laser system.
“We are planning a new cast and a new chapter of imagery for the company, while respecting our DNA,” underlined Nicolai.
Bharat Tex Special Report 2026 
