This past weekend, Guess, one of the world’s most internationally known denim brands, took some time to celebrate locally with their Los Angeles community. The two-day, free event was held in Lot 5 of the mega brand’s downtown LA campus, a space usually reserved for employee parking. But this time, it was transformed into a playground to announce the launch of Guess Sport, a capsule collection that honors archival moments in sports culture and Guess heritage.
The event was spearheaded by Brand Partnerships Director Nicolai Marciano and Guess Jeans U.S.A. and presented in part by Buchanan’s Whiskey. Collaborators included streetwear brands Babylon, ROKIT, Pleasures, Guillermo Andrade of 424, Cali Thonhill Dewitt, DRx, Medicom Toy and Fontaine Cards. The Guess Sport capsule collection includes tee shirts, bodysuits, crew neck sweaters, biker shorts, sweats, cropped tops and accessories such as socks, side bags, totes and duffels, envisioning vintage Guess iconography.
The parking lot makeover looked nothing like the usual space, attracting over 5000 visitors on the first day alone and housing a shopping marketplace that attendees literally camped out overnight to shop. There was also a programmed soccer field, a basketball court, carnival games, a skate park, a car show and a stage for special performances by local artists like YG, who stopped by on Saturday. Both pros and amateurs competed for prizes alongside food vendors like 40Love, Afters Ice Cream, Amazabowls, Ground House Burger, Harun Food Truck and more.
“We are giving a platform for these brands to help us launch the reintroduction of Guess Sport,” says Marciano. “We have a lot of ambitions for Guess Sport. It’s about lifestyle and sports are a part of everyone’s life whether you played as a kid, are an athlete now or you just follow a team. There’s a good atmosphere around sports and how they blend with culture and music. So many athletes want to be musicians or artists and vice versa. Here you can see all of this, who is listening to what music and who is wearing what. Plus, we’re a Los Angeles brand and we want to do great things and create great moments and experiences for our community. It’s important. It’s for everyone.” Free passed cotton candy and popcorn didn’t hurt either!