GUESS AIRWASH™
represents the foundation upon which
GUESS JEANS was built— a groundbreaking new commitment to sustainability across all categories & methods of manufacturing.
Up to 80% Less Water Usage
No Toxic
Chemicals
Zero
Stones
Made Safer
& Smarter
Up to 40%
Energy Savings
How It Works
We rely on three different technologies that
were created to mimic traditional denim washing techniques, without the harmful side effects.
1 Laser Distressing
Replicates the worn jeans look, using
computer software
2 e-Flow
Turns fog into nano-bubbles, which are then
used to control shrinkage + achieve a soft feel
3 O-Zone
Uses air from the atmosphere to treat garments by reacting with fiber dyes, giving them a worn look
while also cleaning any residual indigo re-deposition
& controlling the cast of the fabric
The future of denim
Pioneered by GUESS in 2024,
GUESS AIRWASH™ is our innovative new washing technique that
uses air & humidity to produce the same effect as stonewashing in a sustainable way.
With GUESS AIRWASH™, we’re able to save
up to 80% on water consumption compared to traditional denim washing practices.