GUESS JEANS Unveils Sustainable Flagship Store in Los Angeles

GUESS JEANS has officially opened its new flagship store in Los Angeles, marking a significant return to its roots. Located at the busy intersection of Melrose Avenue and San Vicente, this two-story establishment reflects the brand’s commitment to sustainability and community engagement. The opening of this store represents a new chapter in GUESS JEANS’ global retail expansion.

The store, known as the “Homecoming Store,” is the brainchild of Nicolai Marciano, the chief new business development officer. Marciano described the store as more than just a retail space; it is designed to be a cultural and architectural landmark. “Opening the GUESS JEANS store in Los Angeles is deeply personal,” he stated. “It is a return to our roots, not only the city where both GUESS and I were born but where the story of GUESS JEANS began.”

Innovative Design and Community Focus

The 3,000-square-foot flagship store has been meticulously designed to serve various purposes. It features a sculptural, curved stone-powder brick facade crafted from recycled marble dust, symbolizing GUESS JEANS’ commitment to environmentally conscious building practices. This innovative facade not only enhances the store’s visual appeal but also positions it as a landmark on Melrose Avenue.

Under the creative direction of Marciano and developed by ASA Architecture Firm, the Homecoming Store is envisioned as a space where craftsmanship, community, and contemporary design converge. This design philosophy extends to a dedicated workshop and customization area, which functions as a living laboratory for design, craftsmanship, and collaboration. This space emphasizes GUESS JEANS’ goal of transforming traditional retail into a dynamic cultural platform.

A Hub for Cultural Collaboration

In alignment with Marciano’s broader vision, the Los Angeles flagship, along with its counterpart in Tokyo, will serve as cultural hubs. These locations will host community-led moments, collaborations, events, and experiences that go beyond the conventional retail experience. Marciano emphasized the importance of creating a meaningful connection with the city, stating, “This space is about building something meaningful with and for the city that shaped us, while creating a platform for the next generation of ideas, collaborations, and storytelling.”

Since launching its first store in Amsterdam in May 2024, GUESS JEANS has evolved into a global lifestyle brand. The company has expanded its footprint with flagship stores in Tokyo and Berlin, as well as major distribution partnerships in India. The brand now operates stores in various countries, including Italy, Poland, Spain, Greece, France, Turkey, and Dubai.

The opening of the Homecoming Store in Los Angeles not only highlights GUESS JEANS’ commitment to sustainability and innovation but also reinforces its dedication to community engagement and cultural collaboration. As the brand continues to expand globally, it aims to redefine the retail experience by blending lifestyle, creativity, and community spirit.