GUESS JEANS Debuts U.S. Flagship Store in West Hollywood

Iconic denim brand celebrates homecoming with intimate dinner event

Feb. 2, 2026 at 11:07am

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GUESS JEANS has opened its first U.S. flagship store in West Hollywood, marking a return to the brand's Southern California roots. The new store, located at the intersection of Melrose Avenue and San Vicente Boulevard, was celebrated with an exclusive dinner hosted by Nicolai Marciano, kicking off festivities surrounding the flagship's debut.

Why it matters

The opening of the GUESS JEANS flagship in West Hollywood represents a significant milestone for the iconic denim brand, reestablishing its presence in the city where it first gained prominence. This move signals GUESS's commitment to strengthening its connection with its Southern California customer base and solidifying its position as a leading fashion brand.

The details

The new GUESS JEANS flagship store opened its doors on Saturday, January 31, occupying a prime location in one of Los Angeles' most renowned fashion corridors. The exclusive dinner event, hosted by Nicolai Marciano, featured a star-studded guest list and marked the official start of the festivities surrounding the store's debut.

  • The GUESS JEANS flagship store opened on Saturday, January 31, 2026.
  • The exclusive dinner event hosted by Nicolai Marciano took place on the same day as the store's opening.

The players

GUESS JEANS

An iconic American denim brand that was founded in Los Angeles in 1981 and has since become a global fashion powerhouse.

Nicolai Marciano

The host of the exclusive dinner event celebrating the opening of the GUESS JEANS flagship store in West Hollywood.

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What they’re saying

“The opening of the GUESS JEANS flagship in West Hollywood represents a significant milestone for the iconic denim brand, reestablishing its presence in the city where it first gained prominence.”

— Nicolai Marciano, Host of the exclusive dinner event

The takeaway

The debut of the GUESS JEANS flagship store in West Hollywood symbolizes the brand's commitment to its Southern California roots and its continued efforts to strengthen its connection with its core customer base in the region.