Guess Jeans Opens Flagship Store in Los Angeles

The new West Hollywood location marks a symbolic homecoming for the iconic denim brand.

Published on Feb. 4, 2026

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Guess Jeans has opened a new two-story flagship store in West Hollywood, Los Angeles, where the brand was founded over four decades ago. The 3,000-square-foot "Homecoming" concept store is designed to function as both a retail outlet and a platform for events, collaborations, and creative experimentation as the brand looks to expand its global reach.

Why it matters

The opening of the new Guess Jeans flagship in Los Angeles is a significant move for the brand, as it seeks to reconnect with its Californian roots and create a hub for ideas and partnerships. As Guess approaches its 45th anniversary, the company is positioning the Guess Jeans label as a distinct lifestyle brand within the wider group, using physical retail as a tool for brand differentiation in the crowded global denim market.

The details

The new Guess Jeans store, designed by ASA Architecture Firm, features a curved façade made from recycled materials, green-tinted terrazzo floors, brushed stainless steel, and modular wooden fixtures. The space includes a central staircase that doubles as a visual spine for campaign imagery, a suspended cube-like structure on the upper level for collaborative projects and events, and a workshop and customization area. The upper floor also houses a dedicated Guess USA section focused on premium apparel.

  • Guess Jeans opened the new West Hollywood flagship store on January 31, 2026.
  • The opening was marked with a week of events across Los Angeles, including private dinners, press previews, and a public launch party in Hollywood.

The players

Guess Jeans

An iconic American denim brand founded in Los Angeles in the early 1980s.

Nicolai Marciano

The chief new business development officer of Guess Jeans, whose family founded the brand in Los Angeles.

Authentic Brands Group

A brand management group that recently acquired a 51% stake in Guess Jeans' intellectual property.

ASA Architecture Firm

The firm that designed the new Guess Jeans flagship store in West Hollywood.

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What they’re saying

“Opening the Guess Jeans store in Los Angeles is deeply personal, 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. LA has always been a cultural epicenter and a place where creative communities thrive.”

— Nicolai Marciano, Chief New Business Development Officer

What’s next

The new Guess Jeans flagship store in West Hollywood is part of a broader global expansion strategy for the brand, with plans to open additional flagship locations in key markets like Tokyo.

The takeaway

The opening of the Guess Jeans flagship in Los Angeles represents a symbolic homecoming for the iconic denim brand, as it seeks to reconnect with its Californian roots and position the Guess Jeans label as a distinct lifestyle brand within the wider Guess group.