Guess Jeans Collaborates with Japanese Streetwear Brand Hysteric Glamour

The new collection reimagines Guess' LA roots through a Tokyo streetwear lens.

Apr. 1, 2026 at 1:55pm

Got story updates? Submit your updates here. ›

Guess Jeans has launched a new collaborative collection with Hysteric Glamour, the iconic Japanese streetwear brand founded by artist Nobuhiko Kitamura in 1984. The collection blends Guess' denim-driven West Coast aesthetic with Hysteric Glamour's subversive graphics and Americana-inspired style, creating a bold, nostalgic streetwear line.

Why it matters

This collaboration represents a strategic move by Guess to engage with local communities, brands, and creative talent, especially in key international markets like Japan. By partnering with a defining force of the Harajuku street style movement, Guess is positioning itself at the intersection of fashion, art, and youth culture.

The details

The collection features a range of apparel and accessories, including men's carpenter jeans and shorts, a zip-up racing jacket, women's star-print jeans and jacket, and cutoff shorts. Graphics and texture play a major role, with vintage Guess surf and skate graphics layered and remixed with Hysteric Glamour's motifs and retro stripes. Denim is embossed, treated with laser, and decorated with co-branded trims and labels.

  • Guess Jeans launched the new collection with Hysteric Glamour on April 1, 2026.
  • Guess opened its first store in Asia, a four-story flagship in Tokyo, in July of the previous year.

The players

Guess Jeans

An American denim brand known for its West Coast, casual-cool aesthetic and influence on youth culture.

Hysteric Glamour

A Japanese streetwear brand founded by artist Nobuhiko Kitamura in 1984, known for its subversive graphics and Americana-inspired style that helped shape the Harajuku street style movement.

Nobuhiko Kitamura

The founder of Hysteric Glamour and an artist who has played a key role in defining Japanese street culture.

Nicolai Marciano

The Chief New Business Development Officer at Guess Jeans.

Got photos? Submit your photos here. ›

What they’re saying

“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.”

— Nobuhiko Kitamura, Founder, Hysteric Glamour

“This collaboration represents a natural synergy between two brands that have always celebrated individuality, youth culture and bold self-expression. 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.”

— Nicolai Marciano, Chief New Business Development Officer, Guess Jeans

What’s next

The Guess Jeans x Hysteric Glamour collection is available now at Guess' flagship locations in Los Angeles, Tokyo and Berlin, as well as select retailers worldwide and the brands' global e-commerce channels.

The takeaway

This collaboration between Guess Jeans and Hysteric Glamour represents a strategic move by Guess to engage with local communities, brands, and creative talent, especially in key international markets like Japan. By partnering with a defining force of the Harajuku street style movement, Guess is positioning itself at the intersection of fashion, art, and youth culture, honoring its heritage while creating something new and unexpected.