GUESS links up with rapper A$AP Rocky for a new collaboration that revisits the brand’s iconic 1990s style. Designer Paul Marciano discusses how the partnership came about, sharing, “Rocky let us know of his personal interest in collaborating with GUESS. He visited our Los Angeles headquarters and we immediately connected, which is crucial to me when bringing someone into the GUESS family.”
Marciano continues, “He had a clear vision and explained what GUESS meant to him growing up and to the hip hop community. He wanted to revitalize that emotion and curate a special collection inspired by classic GUESS pieces.”
Available as part of a prelaunch at Opening Ceremony, Union in Los Angeles, RSVP Gallery in Chicago and Contraband in Tokyo, the collection will enjoy a wide launch on February 15, 2016 at select GUESS stores and online at GUESS.com.
Embracing essential denim as well as GUESS staples such as its logo shirts, A$AP Rocky dishes on the process of curating the range, explaining, “It’s taking archival designs and adding a new twist, and developing new color ways.” Rocky adds, “Something for men, women, boys, and girls around the world. It’s a very personal collection: limited and very focused. I think this is dope because hip hop hasn’t seen these color ways and patterns since the early ’90s.”
GUESS Originals x A$AP Rocky Collaboration Campaign
Fashion Loves A$AP Rocky
GUESS is hardly A$AP Rocky’s first rendezvous with the fashion industry. Rocky is among popular rappers that have been embraced by fashion designers and magazines. Most recently, Rocky appeared in a campaign for Alexander Wang alongside other personalities the brand favors. In the past, Rocky has also been invited to events by labels such as Dior Homme and appeared in features for labels like Salvatore Ferragamo.