Guess Jeans has announced a creative partnership with Japanese multi-hyphenate artist, Verdy. This partnership combines Verdy’s artistic vision with the rich heritage of Guess Jeans, which aims to strengthen its presence in Japan.
Nicolai Marciano and Verdy
Since 2023, Guess Jeans has maintained a series of partnerships with Verdy, across Paris and Osaka. In 2025 Nicolai Marciano solidified the brand’s relationship with the multi-hyphenate artist, who has previously collaborated with Nike, Kenzo and Dover Street Market. He ha also served as artistic director for ComplexCon Long Beach 2022 and ComplexCon Hong Kong 2024.
“I’m excited to be working with Guess Jeans and my good friend, Nicolai”, says Verdy. “I’ve always respected how much passion he and his family have put into the brand. Guess has so much history and culture and I’m happy to be a part of it.”
In 2024, Nicolai Marciano curated global activations, opened flagship stores in Amsterdam and Berlin, and spearheaded the brand’s expansion to India through a partnership with Tata Unistore. The partnership announcement of Verdy is the latest installment in the Guess Jeans growth strategy, developing in-market expansions alongside the brand’s cultural and artistic history.
“I’ve had the pleasure to know and be friends with Verdy over the years”, says Nicolai Marciano. “I’ve always admired his kindness and ability to bring a fun and playful element to everything he touches. Pursuing a major shift in our strategy in Japan, which is now focused through a Guess Jeans lens, I felt strongly about bringing Verdy in for this exciting new chapter.”
As part of Guess Jeans’ commitment to spotlight innovative and emerging voices shaping fashion, art, music and culture, Verdy joins the brand’s creative universe. This partnership comes ahead of the anticipated Guess Jeans flagship store openings in Tokyo and Los Angeles.
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Who Is Verdy?
Verdy is one of Japan’s most celebrated artists, recognised for his distinctive illustrations and graphic work in Tokyo’s streetwear and youth culture. Born in Osaka and based in Tokyo, he gained international recognition through his distinctive visual identity and popular projects such as Girls Don’t Cry and Wasted Youth. With bold typography, playful graphics, and emotional appeal, his designs resonate deeply with fans across fashion, music, and art. Verdy has collaborated with brands like Nike, Human Made, and Uniqlo, as well as artists such as Billie Eilish and Takashi Murakami, combining global culture with Japanese aesthetics.
Beyond fashion, Verdy has established himself as a cross-disciplinary artist. His art installations, pop-ups, and capsule collections sell out rapidly, reflecting his loyal consumer base and the cultural impact of his work. By combining heartfelt messages with street-style sensibilities, Verdy has carved out a unique space in the creative world—one that bridges Tokyo’s vibrant subcultures with a global audience. His work continues to inspire a new generation of fashion designers and fans alike, championing individuality, friendship, and emotional expression.
5 Less Known Facts About Guess
Tailor-Made Beginnings: Guess was launched in 1981 by the Marciano brothers in Los Angeles. With a background in tailoring, they transformed a modest denim label into a global fashion brand by reimagining jeans as a bold fashion statement.
Revolutionary Ad Campaigns: In the 1980s and ’90s, Guess pushed boundaries with provocative advertising that captivated audiences and helped launch the careers of future supermodels. Their daring visuals redefined how brands communicate allure and style.
Setting the ‘American Cool’ Standard: Guess played a key role in popularising a distinct American aesthetic—effortless cool with a hint of rebellious sophistication.
Expanding the Brand Horizon: Although best known for its iconic jeans, Guess evolved into a lifestyle brand to include watches, fashion accessories and fragrances.
Global Fashion Footprint: Starting from LA, Guess expanded its reach worldwide. With stores in major cities, the brand married its American roots with globalisation.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
