CALIFORNIA NOSTALGIA, TOKYO EDGE: GUESS AND HYSTERIC GLAMOUR UNITE

Guess Jeans has teamed up with cult Japanese label Hysteric Glamour for a Spring/Summer 2026 collection launching on 3 April. Blending California surf-skate nostalgia with Tokyo’s counterculture edge, the collaboration reimagines archival Guess silhouettes through Hysteric’s graphic lens, celebrating heritage, youth culture, and bold self-expression across flagship stores and global platforms.  

Guess Jeans has announced a striking collaboration with Japanese cult label Hysteric Glamour, unveiling a Spring/Summer 2026 collection that bridges California’s surf and skate nostalgia with Tokyo’s countercultural spirit. Launching on 3 April, the partnership reinterprets Guess’s archival designs through Hysteric Glamour’s signature subversive graphics, creating a collection that feels both retro and refreshingly new.  

Founder Nobuhiko Kitamura reflected on the collaboration, noting: “Guess Jeans and I have shared the same era. For this collaboration, I reinterpreted the nostalgia I once felt for Guess Jeans through the lens of Hysteric Glamour. I hope the next generation will enjoy styling these pieces in their own way.”  

The collection features layered motifs, appliquéd labels reminiscent of archival stickers, and denim treated with embossing and laser techniques. Textured fabrics inspired by Venice Beach retro stripes add a tactile, handcrafted quality, while the interplay of West Coast iconography and Hysteric’s iconic visuals underscores the brands’ shared celebration of individuality and youth culture.  

“This collaboration represents a natural synergy between two brands that have always celebrated individuality, youth culture, and bold self-expression,” said Nicolai Marciano, Chief New Business Development Officer at Guess Jeans. “Bringing together the visual worlds of Guess Jeans and Hysteric Glamour allows us to honour our heritage while creating something new, playful and unexpected for the next generation.”  

A campaign shot at a Los Angeles motel accompanies the launch, evoking cinematic nostalgia and portraying a cast that seamlessly navigates between Californian and Japanese cultural spheres. The campaign will debut across social media alongside the collection, reinforcing Guess Jeans’ wider push to position itself at the intersection of fashion, music, and art while spotlighting Japan’s enduring influence on global youth culture.  

The Guess Jeans x Hysteric Glamour Spring 2026 collection will be available at flagship stores in Los Angeles, Tokyo, and Berlin, as well as select retailers and global e-commerce platforms, marking another milestone in Guess Jeans’ international relaunch and cultural expansion.