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GUESS TAPS TIESTO: Guess is teaming with DJ and producer Tiësto for a limited-edition capsule collection and branded performances worldwide. “We connected right away, on both a personal and professional level. He is more than just a DJ. He is very multifaceted and truly understands what it takes to build a brand,” said Paul Marciano, chief executive officer and creative director of Guess Inc. “There is no better choice in music today to represent the free-spirited, adventurous and sexy Guess lifestyle.” Beginning next month, a limited-edition Tiësto by Guess watch, a new multifunctional style retailing for $165, will be available everywhere Guess watches are sold.
The apparel collection, retailing from $32 to $368, will follow in October for women and men at Guess stores worldwide and select Macy’s stores. The 22-piece line is inspired by the growing popularity of the electronic-music lifestyle and includes skinny jeans for men and women in black and indigo treatments with zipper detailing, graphic print T-shirts reminiscent of the digital light shows and video projections during a Tiësto performance, and leather jackets and coated twill jackets with motorcycle details. All the pieces will bear a custom Guess/Tiësto logo in black and electric blue.
This story first appeared in the July 17, 2012 issue of WWD. Subscribe Today.
Tiësto’s performances begin July 23 in Ibiza and continue through 2013 in locales such as Paris, Milan, Las Vegas, Dubai and Sydney, among others. A dedicated microsite, tiesto.guess.com, will include product details, performance schedules, e-commerce and a global sweepstakes. Fans can join the conversation on Twitter using the hashtag #guesstiesto. Tiësto performed a set at Guess’ 30th anniversary bash in May and has his own clothing brand called CLVB LIFE.