Guess Jeans launches Tokyo flagship

Japan is now one of the company’s most important international markets.

Guess Jeans has opened its new flagship store in Harajuku, Tokyo, marking a major step in the brand’s push into the Japanese market.

The store, located in Shibuya-ku just off Harajuku Station, anchors Guess Jeans’ broader expansion strategy in Asia.

Japan is now one of the company’s most important international markets, and the new flagship signals a long-term commitment to embedding the brand in Tokyo’s fashion and streetwear culture.

The store opening coincides with the launch of The Next 40 Years of Denim, an immersive exhibition running through 12 July at the nearby Yodobashi J6 Building.

Originally debuted in Florence and later shown in Amsterdam, the traveling installation showcases Guess Jeans’ history, its sustainable AIRWASH technology, and includes interactive experiences like denim customization with local artists.

The Tokyo activation follows Guess Jeans’ high-profile Coachella collaboration in April with Japanese artist VERDY, part of a broader effort to connect with younger audiences through art, music, and fashion.