Guess Jeans to expand ‘Farmers Market’ concept globally

Guess Jeans U.S.A., the incubator division of Guess?, Inc., has announced that it is expanding its newest ‘Farmers Market’ concept globally and that it is coming to London, Paris, Tokyo, Perth, Melbourne and Singapore.

The ‘Farmers Market’ concept recently launched in Downtown Los Angeles in May and featured exclusive streetwear drops and collaborations, skateboard demonstrations, food and live music.

This concept and collection will be offered through key retailers and pop-up experiences throughout June and July, including at Selfridges in London, at Club 75 in Paris, GR8 in Tokyo, Lessons in Perth and Melbourne, as well as at Dover Street Market in Singapore.

International retailers also set to receive pieces from the capsule collection include Slamjam in Milan, Luisa Via Roma in Florence, Juice in Hong Kong and online via the Chinese Innersect App.

Guess Jeans to expand ‘Farmers Market’ concept globally

The capsule collection features reworked silhouettes from the Guess archives, with each piece manufactured utilising the same classic over-dye and wash techniques developed in the ‘80s and ‘90s.

The concept began as a collaboration with vintage streetwear collector and vegan Sean Wotherspoon, who ensured that the ‘Farmers Market’ collection adopted a colour palette derived from the “rich agricultural roots of California’s landscape,” Guess stated in a press release.

Key pieces include hoodies in a mineral wash and overdid acid wash denim jackets and tracksuits, with original Guess graphics featuring classic logo appearing on T-shirts and accessories.

Dates and details for the pop-ups have not yet been release, however, the brand added that it will give consumers the opportunity to access “limited edition merchandise and experiences from the original Downtown Los Angeles event pop-up”.

Images: courtesy of Guess Jeans