From July 4 to 12, Harajuku—Tokyo’s fashion-forward district—is hosting The Next 40 Years of Denim, a global exhibition by GUESS that celebrates denim’s evolution through innovation, heritage, and sustainability. After stops in Florence and Amsterdam, the exhibition arrives in Japan with a powerful message: the future of denim lies in clean technology.
At the heart of the showcase is Guess Airwash™, a groundbreaking stonewashing alternative developed by Jeanologia. Replacing abrasive pumice stones with air, nanobubbles, and light, this process drastically cuts water use by up to 80% and eliminates harmful chemicals—while preserving the timeless look and feel of denim.
“This is a major step in our commitment to transform denim,” says Carmen Silla, Marketing Director at Jeanologia. “Guess Airwash™ is where fashion meets eco-responsibility.”
The exhibition includes a Live Airwash Lab, where visitors can witness Jeanologia’s sustainable processes—including laser technology, G2 ozone, and e-flow—in action. A customization corner lets attendees personalize denim tote bags using precision laser engraving, enhanced by the creative input of local artists such as Ryota Daimon and A Love Movement.
Extending this innovation to retail, the new GUESS flagship in Shibuya integrates Jeanologia’s Nano laser for in-store denim customization—a fast, precise, and eco-conscious offering for today’s mindful consumers.
More than just a celebration, The Next 40 Years of Denim is a declaration: fashion, creativity, and sustainability can coexist. And Tokyo, a global hub of innovation, is the perfect stage to launch this transformative vision.
