Guess has launched a new line called Guess Originals, and who better to pair up with for its first collection than rapper and fashion savant A$AP Rocky? Pretty Flacko caught the industry’s attention with his debut album in 2011 that was heavy with fashion label name drops. Since then, he’s collaborated with Raf Simons, Jeremy Scott and streetwear label Black Scale, has become a front row regular and recently made an appearance at London Collections: Mens dressed in the infamous Gucci fur loafers.
Guess Originals, which officially launches in February, is spearheaded by Co-Founder and Chief Creative Officer Paul Marciano, who stepped down as CEO last July. The sub-label will serve as a design initiative and continue to partner with influential creatives to revive designs from Guess’s 30-year archive with a contemporary twist.
The debut collection for men and women mainly focuses on denim: acid-wash frayed shorts, striped skinny jeans, button-up and bomber jackets and, of course, overalls. Should you have the urge to wear your overalls like a member of TLC, the inside of the bib is adorned with the Guess triangle logo, which also received a Rocky-style update: the two S’s in “Guess” are now dollar signs. The new graphic is found on tank tops, T-shirts and the back of a white denim jacket, and is embroidered on a number of pieces as well.
“I think this is dope because hip-hop hasn’t seen these colorways and patterns since the early ’90s,” said Rocky in a statement. (He’s talking about the classic crew tee, which comes in your standard gray, navy, red and white, but also in orange/navy, blue/gold and purple/green like an old school Charlotte Hornets puffy Starter jacket.)
To celebrate the launch and debut collection, Guess partnered with Rocky’s own artistic collective, dubbed AWGE, to create a fully interactive installation. Located at 168 Bowery, the space was transformed into a basement straight from the ’90s, complete with wood-paneled walls, old school Nintendo consoles, arcade games and a tower of CDs set up near a boom box. Yep, Rocky takes you way back. “AWGE Presents Archive: Guess Originals x A$AP Rocky” is open until Sunday, Jan. 17 and visitors can hang out on the plush velvet couch while noshing on Pop Rocks (retitled as “Pop Rocky$”), Bubble Tape and Airheads. Oh, to be young again.
The entire Guess Originals x A$AP Rocky collection will be available at select U.S. Guess stores and retailers and on Guess.com on Monday, Feb. 15. A few special prelaunch items from the collection will be available at the following select retailers on Saturday, Jan. 30: Opening Ceremony in New York, Los Angeles and Tokyo; Union in Los Angeles; RSVP Gallery in Chicago (men’s only) and Contraband Tokyo (men’s only).