From July 4 to 12, Harajuku, Tokyo’s iconic fashion district, will host “The Next 40 Years of Denim”, an immersive exhibition presented by GUESS to celebrate the past and future of denim. This unique experience blends heritage, innovation, and sustainability to mark the beginning of a new chapter, the era of air.
Already showcased in Florence and Amsterdam, the exhibition now arrives in Tokyo, bringing its global message to one of the world’s most trendsetting cities.
At the center of this transformation is Guess Airwash™, disruptive technologies developed by Jeanologia that replaces traditional stonewashing. Using air, light, and nanobubbles, it eliminates pumice stones, drastically reduces water consumption, by up to 80%, and avoids harmful chemicals and excessive energy use, while maintaining the iconic authentic denim look.
“We are proud to partner with GUESS in bringing this revolution to Japan,” says Carmen Silla, Marketing Director at Jeanologia.
“Guess Airwash™ represents the perfect fusion of fashion, technology, and environmental responsibility. Its arrival in Japan is a milestone in our shared mission to transform the denim industry.”
The exhibition features a live Airwash Lab, offering behind-the-scenes insight into sustainable denim production with Jeanologia’s cutting-edge technologies, laser, e-flow, and G2 ozone. Visitors can also enjoy a customization area, where they receive a denim tote bag to personalize with high-precision laser e
ngraving. Local artists such as Ryota Daimon and A Love Movement add personal touches.Additionally, the newly opened GUESS flagship store in Shibuya now features Jeanologia’s Nano laser technology, offering in-store customizations with a fast, precise, and eco-friendly process.
“The Next 40 Years of Denim” is more than an exhibition, it’s a statement. It proves that denim can be authentic, creative, and sustainable all at once. And Tokyo, with its forward-thinking spirit, is the perfect place to take the next step.
