Guess, Inc. on Friday announced that it will sell more than 150 authenticated vintage Guess items, through the Fred Segal store on Sunset Boulevard in West Hollywood. The #GUESSVintage assortment will be available there beginning Wednesday through April 29, according to a company press release.
The vintage finds include jeans, denim and leather jackets, t-shirts and sweatshirts, "sourced from around the globe," and were curated by Guess Jeans USA chief Nicolai Marciano (son of co-founder Paul Marciano) and Sean Wotherspoon, founder of vintage chain Round Two Store.
The brand joins several others in attempting to cash in on the popularity of vintage and second-hand clothes, accessories and footwear (especially sneakers). Resale has grown 21 times faster than the overall apparel market over the past three years, and could reach $51 billion by 2023, according to the latest report from online resale marketplace Thredup.
It's getting increasingly harder to discover vintage finds, as brands and retailers join online specialists in finding them for you. Guess joins H&M, Asos, Urban Outfitters and a host of players like Thredup, The RealReal and Tradesy in looking to the past for future growth.
"With the explosion of vintage culture over the past decade, Sean and I wanted to join our community in the celebration of GUESS archival pieces that have stood the test of time," Marciano said in a statement.
The #GUESSVintage effort and events are timed to celebrate Earth Day, and are part of the company's commitment to circular fashion, according to the release. "Extending the life of a garment by just nine months alone helps to reduce overall environmental impact by 20-30%," the company said. "The GUESS Vintage denim customer will help to save nearly 500 gallons of water — the amount of water used to make a pair of denim jeans. For context, this is equivalent to a day’s worth of drinking water for 1,000 people."
GUESS is also a signatory to the 2020 Circular Fashion System Commitment, a global industry effort organized by the Global Fashion Agenda, according to the release.
The collection to be sold at the Fred Segal store includes enough dead-stock t-shirt blanks from the '80s and '90s to allow customers to screen-print various archival graphics to create their own vintage designs, the company said. Those opportunities will be held April 10, 17 and 22, and represent a new beginning for Fred Segal, too.
The California retailer was recently acquired by Global Icons, which said it has plans for a revival that entails global expansion. The Los Angeles-based apparel retailer on Saturday opened a 4,000-square-foot location in Malibu, its third location in the area.