A new development came across the Fashion World’s desk on Thursday, March 27th, 2025: GUESS JEANS and Chief New Business Development Officer Nicolai Marciano announced a new creative partnership with Japanese multi-hyphenate artist VERDY. This union begins a new term in which the forces of VERDY’s contemporary visions mold with the visceral and rooted heritage of GUESS JEANS.  

Curtsey of GUESS JEANS

Since 2023, GUESS JEANS has sustained a global partnership with VERDY, activating across Paris and Osaka. However, the coalition was officially solidified in 2025 after the brand welcomed VERDY into the GUESS JEANS family.

“I’m excited to be working with GUESS JEANS and my good friend, Nicolai. I’ve always respected how much passion he and his family have put into the brand. GUESS has so much history and culture, and I’m happy to be a part of it,” said VERDY. 

The news of the partnership is the latest installment in GUESS JEANS’ global evolution, which involves developing in-market expansions that cohere with the brand’s cultural and artistic role. 

“I’ve had the pleasure to know and be friends with VERDY over the years. I’ve always admired his kindness and ability to bring a fun and playful element to everything he touches. Pursuing a major shift in our strategy in Japan, which is now focused through the GUESS JEANS lens, I felt strongly about bringing VERDY in for this exciting new chapter,” said Nicolai Marciano. 

As Japan’s creative pioneer, VERDY plans to augment and reimagine the GUESS JEANS Global universe. VERDY’s appointment pulsates with potent energy, forecasting the next phase in the brand’s Japan expansion strategy. 

What likely drew GUESS JEANS to VERDY can be seen in the tangible form of the latter’s illustrious portfolio, including iconic projects such as “Girls Don’t Cry” and “Wasted Youth.” His collaborations span global brands like Nike, Human Made, Kenzo, Beats by Dre, McDonald’s, Instagram, and Dover Street Market. He served as the artistic director for ComplexCon Long Beach 2022, ComplexCon Hong Kong 2024, and the K-pop sensation Blackpink’s “Born Pink” tour.