Guess Jeans Drops Collection with Japanese Streetwear Brand Hysteric Glamour
- Angela Velasquez
- 3 days ago
- 2 min read
A new collaboration reimagines Guess Jeans’ Los Angeles roots through a Tokyo streetwear lens.
On Monday, the denim brand launched a new collection with Hysteric Glamour, the Japanese streetwear brand founded by artist Nobuhiko Kitamura in 1984.
The collaboration builds on several international activations, flagship openings and cultural partnerships that aim to position Guess Jeans at the intersection of fashion, art and music. Last July, the brand opened its first store in Asia, a four-story flagship in Tokyo. Since the opening, the brand said it has prioritized engaging with local communities, brands and creative talent.
Both Guess and Hysteric Glamour are rooted in shaping cultural identity. While Guess helped define a West Coast, denim-driven aesthetic, Hysteric Glamour rose as one of the defining countercultural forces shaping the Harajuku movement. Through subversive graphics and Americana fashion, the brand bridges Japanese street culture and Western fashion.
“Guess Jeans and I have shared the same era. For this collaboration, I reinterpreted the nostalgia I once felt for Guess Jeans through the lens of Hysteric Glamour. I hope the next generation will enjoy styling these pieces in their own way,” Kitamura said in a press release.
Graphics and texture play a large role in the collection’s bold aesthetic. Vintage Guess surf and skate graphics are layered and remixed with Hysteric’s motifs and retro stripes across a range of tees.
Denim is embossed, treated with laser and decorated with co-branded trims. Styles include men’s carpenter jeans and shorts, a zip-up racing jacket, women’s star-print jeans and jacket and cutoff shorts. Labels are appliquéd over pockets and stitched across garments like archival stickers.
Accessories span trucker hats and denim bucket hats to a tote bag, bandanas and key chains.
“This collaboration represents a natural synergy between two brands that have always celebrated individuality, youth culture and bold self-expression,” said Nicolai Marciano, Guess Jeans chief new business development officer. “Bringing together the visual worlds of Guess Jeans and Hysteric Glamour allows us to honor our heritage while creating something new, playful and unexpected for the next generation.”
The Guess Jeans x Hysteric Glamour collection is available at Guess’ flagship locations in Los Angeles, Tokyo and Berlin and select retailers worldwide. It is also sold on the brands’ global e-commerce channels.