{{short description|American clothing line brand}} {{Use mdy dates|date=May 2026}} {{Infobox company | name = Guess?, Inc. | logo = Guess logo.svg | image = Guess Toronto Eaton Centre.jpg | logo_size = 200px | image_size = 200px | type = [[Privately held company|Private]] | traded_as = {{unbulleted list|{{NYSE|GES}}|[[S&P 600]] component}} (former) | key_people = {{unbulleted list|Carlos Alberini ([[Chief executive officer|CEO]])|[[Alex Yemenidjian]] ([[Chairperson]])|Paul Marciano ([[Chief creative officer|CCO]])|Alexander Grujicic (Head Designer)}} | industry = [[Fashion]] | products = [[Clothing]], [[fashion accessory|accessories]] | revenue = {{increase}} {{US$|2.99 billion}} (2025) | operating_income = {{decrease}} {{US$|174 million}} (2025) | net_income = {{decrease}} {{US$|60.4 million}} (2025) | assets = {{increase}} {{US$|2.77 billion}} (2025) | equity = {{decrease}} {{US$|505 million}} (2025) | owner = [[Authentic Brands Group]] (51%) | num_employees = {{circa|13,000}} (2025) | homepage = {{URL|http://www.guess.com}} | foundation = {{start date and age|1981}} | hq_location_city = [[Los Angeles]], California, U.S. | locations = 1,597 (2025) | founders = {{unbulleted list|Georges Marciano|Maurice Marciano|[[Paul Marciano]]|Armand Marciano}} | footnotes = <ref name="FinancialResults">{{Cite web |title=Annual Report FY 2025 |url=https://www.sec.gov/ix?doc=/Archives/edgar/data/0000912463/000091246325000028/ges-20250201.htm |date=April 11, 2025 |access-date=August 21, 2025 |publisher=U.S. Securities and Exchange Commission}}</ref> }} '''Guess?, Inc.''' (styled as ''GUESS'' or ''Guess?'') is an American [[clothing]] company, notable for its black-and-white advertisements. It licenses its brand on other [[fashion accessory|fashion accessories]], such as [[watch]]es, [[jewelry]], [[perfume]]s, [[bag]]s and [[shoe]]s.
Operating in several countries around the world, most of its stores are in the [[United States|USA]] and [[Canada]].<ref name=FinancialResults />
==History== ===20th century=== [[Image:Guess (clothing brand) logo.jpg|thumb|The Guess [[emblem]] with the [[question mark]] in the center]] Guess began in 1981 as a book of styles started by Moroccan fashion designers Georges, Maurice, Armand, and [[Paul Marciano]]. The brothers switched to selling jeans with a light, form-fitting denim and zippers at the ankles.<ref name="CompanyHistory" /><ref>{{Cite web |date=July 2, 2014 |title=Guess Founder Returns with New Denim Line |url=https://www.apparelnews.net/news/2014/jul/02/georges-marciano-returns-new-denim-line/ |access-date=September 2, 2022 |website=California Apparel News}}</ref> Guess began offering licensed products, including watches, eyewear, and a fragrance line.<ref>{{Cite web |title=Guess |url=https://perfumesociety.org/perfume-house/guess/ |access-date=March 12, 2026 |website=The Perfume Society |language=en-GB}}</ref>
In 1985, it introduced black-and-white advertisements, which went on to win numerous design awards. Its fashion models have included a number of supermodels, many of whom first achieved prominence via these ad campaigns.<ref name="CompanyHistory">{{Cite book |last=Grant |first=Tina |url=https://www.fundinguniverse.com/company-histories/guess-inc-history/ |title=International Directory of Company Histories |date=February 25, 2005 |publisher=[[St. James Press]] |isbn=978-1-55862-543-3 |volume=68 |location=Detroit, Michigan |ol=8607128M |via=Funding Universe}}</ref> In the 1985 [[Robert Zemeckis]] movie, ''[[Back to the Future]]'', Marty McFly ([[Michael J Fox]]) wore Guess's denim clothing.<ref>{{cite web |last=Brockes |first=Emma |date=April 10, 2009 |title=Emma Brockes talks to Michael J Fox about Parkinson's disease |url=https://www.theguardian.com/lifeandstyle/2009/apr/11/michael-j-fox-parkinsons |access-date=August 17, 2022 |website=[[The Guardian]]}}</ref>
Georges had wanted to sell Guess products in only the more exclusive stores, such as [[Bloomingdale's]], while the other brothers decided on a broader distribution strategy, which included discount stores. Georges continued to oppose the idea of marketing Guess products beyond luxury retail outlets, and different alliances formed within the company.{{Citation needed|date=March 2026}}
Georges abruptly sold his stake in the company to his brothers in September 1993, for $214.2 million. To finance the purchase, the remaining three brothers borrowed $210 million, and $105 million was still outstanding three years later. To raise money, the brothers took Guess [[Public company|public]] in July 1996.<ref name="CompanyHistory" /><ref>{{Cite web |last=Hsu |first=Tiffany |date=July 15, 2015 |title=New CEO to succeed Paul Marciano at Guess |url=https://www.latimes.com/business/la-fi-guess-marciano-20150715-story.html |access-date=September 7, 2022 |website=[[Los Angeles Times]]}}</ref>
By the end of the 1990s, sales dropped and Guess reduced its expansion plans to concentrate on improving investment returns.<ref name="CompanyHistory" />
===21st century=== [[Image:GuessbyMarcianoLOGO.gif|thumb|Marciano brand extension]] On January 26, 2001, Guess Inc. restated previous results for [[fiscal year]] 2000 after writing down impaired inventory.<ref>{{cite news |work=Dow Jones Reuters |title= Guess? warns of Q4 loss, weaker-than-expected 2001}}</ref> In 2004, the accessories department was greatly expanded and several stores across the US were redesigned. Guess also created a lower priced collection sold exclusively through its outlet locations, and introduced its first brand extension, the upscale female line of clothing and accessories, named '''Marciano'''.<ref>{{cite web | title=GUESS! Who? GUESS by Marciano! | author=Sofroina Timmons | url=http://www.fashionledge.com/articles/mainarticle.php?ID=109 | access-date=February 6, 2012 | archive-date=August 12, 2018 | archive-url=https://web.archive.org/web/20180812115415/http://www.fashionledge.com/articles/mainarticle.php?ID=109 | url-status=dead }}</ref>
Guess continued its Guess Kids clothing line in the early 21st century. In 2006, it began promoting the line through its factory retail stores. It continued to be guided by the Marciano brothers, as co-chairmen and co-[[CEO]]s. Maurice Marciano has overseen the design and its sales growth, while Paul managed the image and advertising.<ref>{{Cite web |title=Guess - Kids Fashion Agency |url=https://www.hopagenturen.nl/brands/guess/ |access-date=March 15, 2026 |website=www.hopagenturen.nl/ |language=nl-NL}}</ref>
In 2012, supermodel [[Claudia Schiffer]] posed for Guess's 30th anniversary,<ref>{{cite news| url=http://www.huffingtonpost.com/2012/03/28/claudia-schiffer-guess-campaign_n_1384621.html | work=Huffington Post | first=Ellie | last=Krupnick | title=PHOTOS: Claudia Schiffer Returns To Guess For 30th Anniversary | date=March 28, 2012}}</ref> 23 years after her first posing for the brand. The following year, by being the face of their holiday campaign, [[Priyanka Chopra]] became the first Indian to represent the brand on a global scale.
After [[Camila Cabello]] was announced as the new face of Guess in 2017,<ref>{{Cite web |last=Billboard |first=Andy Gensler |date=November 4, 2013 |title=Priyanka Chopra Named New Guess Girl, Bryan Adams Shoots Print Campaign |url=https://www.hollywoodreporter.com/news/general-news/priyanka-chopra-named-new-guess-653244/ |access-date=July 9, 2025 |website=The Hollywood Reporter |language=en-US}}</ref><ref>{{Cite news|url=https://www.teenvogue.com/story/camila-cabello-face-guess-fall-2017-campaign?verso=true|title=Camila Cabello Just Did the ONE Thing She Never Did With Fifth Harmony|work=Teen Vogue|access-date=November 30, 2018}}</ref> [[Jennifer Lopez]] became its new face the following year.<ref>{{Cite news|url=https://grazia.com.au/articles/jennifer-lopez-guess-spring-2018/|title=Jennifer Lopez announced new face of Guess Spring 2018 campaign|work=Grazia Australia|access-date=November 30, 2018}}</ref> In February 2019, four years after Victor Herrero replaced Paul Marciano in the role,<ref>{{cite web|title=Guess founder Marciano to step down as CEO|url=http://www.bizjournals.com/losangeles/news/2015/07/15/guess-founder-marciano-to-step-down-as-ceo.html?iana=ind_retail|website=LA Biz}}</ref> Carlos Alberini was selected as his successor as [[CEO]].<ref>{{Cite news|url=https://www.reuters.com/article/us-guess-ceo/guess-ceo-victor-herrero-to-step-down-idUSKCN1PM1WQ|title=Guess CEO Victor Herrero to step down|publisher=Reuters|date=January 28, 2019}}</ref>
In August 2025, it was announced that the company had gone private after [[Authentic Brands]], Alberini, and brothers Maurice and Paul Marciano agreed to buy 51% of Guess's [[intellectual property|IP]] in a transaction valued at $1.4 billion.<ref>{{Cite web |last=Petrow-Cohen |first=Caroline |last2= |date=August 20, 2025 |title=Guess? Inc. to go private in $1.4-billion acquisition |url=https://www.latimes.com/business/story/2025-08-20/guess-inc-to-go-private-in-1-4-billion-acquisition |access-date=February 24, 2026 |website=Los Angeles Times |language=en-US}}</ref><ref name=":0">{{Cite web |last=Faithfull |first=Mark |date=February 4, 2026 |title=First Look: Back To The Future With Guess Jeans' LA Homecoming |url=https://www.forbes.com/sites/markfaithfull/2026/02/04/first-look-back-to-the-future-with-guess-jeans-la-homecoming/ |access-date=February 24, 2026 |website=Forbes}}</ref> Previously, it had considered an offer with a lower valuation made in April by [[WHP Global]].<ref>{{Cite news |date=August 20, 2025 |title=Guess to go private in $1.4 billion deal with Authentic Brands, co-founders and CEO |url=https://www.reuters.com/legal/transactional/guess-go-private-14-billion-deal-with-authentic-brands-co-founders-ceo-2025-08-20/ |access-date=August 21, 2025 |work=Reuters |language=en}}</ref>
When it was announced that the purchase of Guess had been completed in January 2026, its management continued to operate the business following the transaction.<ref>{{Cite web |last=Mills |first=Chloe |date=January 23, 2026 |title=Authentic Brands Group finalises acquisition of Guess |url=https://www.drapersonline.com/news/authentic-brands-group-finalises-acquisition-of-guess |access-date=January 23, 2026 |website=Drapers |language=en}}</ref> Guess [[Privately held company|went private]] and [[Listing (finance)#Delisting|delisted]] from the [[New York Stock Exchange]]. The newly-structured company opened a flagship store in West Hollywood as a 'Homecoming' concept store.<ref name=":0" />
==Controversies== ===Worker conditions=== During the 1980s, Guess was accused of using underground [[sweatshop]] contractors in [[Los Angeles]].<ref>{{Cite book |last1=Mize |first1=Ronald L. |title=Consuming Mexican Labor: From the Bracero Program to NAFTA |last2=Swords |first2=Alicia C. S. |publisher=University of Toronto Press |year=2010 |isbn=978-1-4426-0158-1 |location=Toronto |pages=75 |language=en}}</ref> Initially, the company threatened to close or move its operations in factories where employers complained of sweatshop practices.<ref>{{Cite book |last=Ross |first=Andrew |title=No Sweat: Fashion, Free Trade and the Rights of Garment Workers |publisher=Verso |year=1997 |isbn=978-1-85984-172-3 |location=New York |pages=212 |language=en}}</ref> In 1992, Guess contractors faced litigation from the US [[United States Department of Labor|Department of Labor]] (DOL) due to failure to pay their employees the minimum wage or adequate overtime. Rather than face a court case, $573,000 in back wages were paid to employees.<ref>{{cite web|title=Guess? What|date=June 5, 1998|url=https://www.newint.org/features/1998/06/05/guess/|publisher=New Internationalist Magazine|access-date=February 6, 2012}}</ref><ref>{{cite magazine|title=All in the Jeans|url=https://www.slate.com/articles/arts/the_motley_fool/1997/12/all_in_the_jeans.html|magazine=Slate Magazine|access-date=February 6, 2012}}</ref> The company also agreed to be subjected to a voluntary monitoring agreement with DOL to prevent sweatshop practices among its subcontractors.<ref>{{Cite book |last=Milkman |first=Ruth |title=L.A. Story: Immigrant Workers and the Future of the U.S. Labor Movement |publisher=Russell Sage Foundation |year=2006 |isbn=0-87154-635-3 |location=New York |pages=165 |language=en}}</ref> Guess earned a place on the labor department's 'Trendsetters List', but this position was suspended several years later in 1996 after independent inspectors found violations of regulations at seven of the company's contractors.<ref>{{Cite book |last=Justice |first=National Interfaith Committee for Worker |title=Cross Border Blues: A Call for Justice for Maquiladora Workers in Tehuacán |publisher=National Interfaith Committee for Worker Justice |year=1998 |pages=1 |language=en}}</ref>
In the same year, the company was sued by the [[Union of Needletrades, Industrial and Textile Employees]] (UNITE), again due to the failure to pay the minimum wage or overtime to workers. The settlement, supervised by the US Department of Labor, saw the reinstatement of eight workers found to have been illegally fired and another $80,000 in back pay given to workers. Almost immediately after the settlement, Guess announced that it was moving its sewing production to Mexico. The company denied that the move was related to these court cases, but its public image continued to suffer.<ref>{{Cite news|first=Michael|last=White|url=https://www.newspapers.com/clip/94654655/guess-what-sweatshop-labor-upsets/|title=Guess? what: Sweatshop labor upsets union-backed students|date=August 15, 1977|work=Daily Press (Victorville, California)|access-date=February 10, 2022|page=D2|agency=Associated Press|via=Newspapers.com}}</ref><ref>{{Cite news|first=Michael|last=White|url=https://www.newspapers.com/clip/94653978/guess-looks-to-mexico-to-beat-heat/|title=Guess? looks to Mexico to beat heat|date=October 9, 1977|work=St. Cloud Times (St. Cloud, Minnesota)|access-date=February 10, 2022|page=6C|agency=Associated Press|via=Newspapers.com}}</ref>
Throughout the 1990s, UNITE continued a public relations campaign against Guess, focusing on the experiences of former employees. Billboards subsequently appeared in [[Las Vegas Valley|Las Vegas]], [[Los Angeles]], and [[New York City]] featuring a photograph of [[Rage Against the Machine]] with the caption "Rage Against Sweatshops: We Don't Wear Guess – A Message from Rage Against The Machine and UNITE. Injustice. Don't buy it."<ref>{{cite web|url=http://www.ratm.com/new2/timeline/index.html|title=RATM: timeline|date=November 21, 2007|url-status=dead|archive-url=https://web.archive.org/web/20071121222513/http://www.ratm.com/new2/timeline/index.html|archive-date=November 21, 2007}}</ref> Eventually, Guess countered with a defamation suit against UNITE and several of its officials, while in 1997 the company ran full-page ads in many major American newspapers claiming that its contractors were "guaranteed 100% free of sweatshop labour". The wording of these ads was changed after federal authorities complained that the claims had not been made by anyone in the government and had no official status.{{Citation needed|date=August 2022}}
In December 2023, a report funded by the Progressive Alliance of Socialists and Democrats in the [[European Parliament]] identified links between a Chinese supplier for Guess and [[Persecution of Uyghurs in China|forced labor]] involving the [[Uyghurs|Uyghur]] minority.<ref>{{Cite book |url=https://www.shu.ac.uk/-/media/home/research/helena-kennedy-centre/projects/eu-apparel/eu-tailoring-responsibility-february-24.pdf |title=Tailoring Responsibility: Tracing Apparel Supply Chains from the Uyghur Region to Europe |date=December 2023 |publisher=Uyghur Rights Monitor, the Helena Kennedy Centre for International Justice at Sheffield Hallam University, and the Uyghur Center for Democracy and Human Rights |pages=20 |language=En |archive-date=March 27, 2024 |access-date=March 29, 2024 |archive-url=https://web.archive.org/web/20240327153232/https://www.shu.ac.uk/-/media/home/research/helena-kennedy-centre/projects/eu-apparel/eu-tailoring-responsibility-february-24.pdf |url-status=dead }}</ref>
==="Ski Colombia" T-shirts=== In 2005, Guess pulled a line of T-shirts from the market after Erika Becker-Medina,<ref>{{cite web|url=http://www.mtv.com/news/articles/1503271/20050531/id_0.jhtml|archive-url=https://web.archive.org/web/20080121133711/http://www.mtv.com/news/articles/1503271/20050531/id_0.jhtml|url-status=dead|archive-date=January 21, 2008|title=Guess Clothing Stores Quit Selling Drug T-Shirt|website=[[MTV]] }}</ref> a D.C. area resident and government employee, spearheaded a campaign calling for the boycott of the company. "Ski Colombia: Always Plenty of Fresh Powder" was embossed on the T-shirts which were released by the company in the second quarter of 2005, apparently in reference to [[Colombia]]'s drug-trafficking problem. Guess distributed letters of apology.<ref>{{cite web|title=Guess Who's Unhappy With the IRS?|url=http://www.cbrowncpa.com/taxwire/guess-whos-unhappy-with-the-irs/|publisher=Brown & Company|access-date=February 6, 2012}}</ref>
=== Gucci logo infringement === In 2009, Italian luxury brand [[Gucci]] accused Guess of counterfeiting and [[Copyright infringement|trademark infringement]] on the Gucci logo and the interlocking G's which appear on pairs of Guess shoes. In 2012, Gucci was awarded $4.7 million in damages; originally, the Italian brand had asked for $221 million.<ref>{{Cite web|url=https://www.businessoffashion.com/articles/news-bites/gucci-and-guess-end-nine-year-trademark-dispute|title=Gucci and Guess End Nine-Year Trademark Dispute|date=April 19, 2018|website=The Business of Fashion|language=en-GB|access-date=September 4, 2019}}</ref>
=== Operations in Russia following the 2022 invasion of Ukraine === Guess faced criticism for its continued business operations in Russia following the [[2022 invasion of Ukraine]]. Despite the international push for companies to cease their business in Russia, Guess has maintained its operations within the country. In May 2023, it was revealed that Guess had bought a 30% stake in its Russian partner, Vyacheslav Shikulov's local business, with approval from the U.S. Department of the Treasury.<ref>{{Cite web |date=May 25, 2023 |title=Guess приняла немодное решение |url=https://www.kommersant.ru/doc/6001381 |access-date=December 11, 2024 |website=Коммерсантъ |language=ru}}</ref> This move raised concerns regarding the brand's commitment to halting its presence in Russia, particularly as its sales and profits in Russia saw an increase in 2022 compared to the previous year.<ref>{{Cite web |title=Guess |url=https://leave-russia.org/guess |access-date=December 11, 2024 |website=leave-russia.org |language=en}}</ref>
=== Operations in Israel and Palestine === During the early 2020s, Guess expanded its presence in the Middle East, notably in [[Israel]] through its franchise and licensing partner, [[Delta Galil Industries]]. This expansion included the May 2021 opening of a flagship store in Haifa's Grand Canyon Mall.<ref>{{cite news |title=GUESS • A flagship branch of the international fashion brand opened in the Ofer Grand Canyon Haifa |url=https://haipo.co.il/en/item/279022 |publisher=Haipo |date=May 26, 2021 |access-date=May 22, 2024}}</ref> However, this partnership has drawn scrutiny from human rights activists due to Delta Galil's operations in [[Israeli settlement]]s in the [[West Bank]]. Delta Galil was included in the 2020 United Nations database of business enterprises involved in activities related to settlements, a listing that was reaffirmed in subsequent UN updates in 2023 and 2025.<ref>{{cite web |title=UN Human Rights Office updates database of business enterprises in relation to Israeli settlements |url=https://www.ohchr.org/en/press-releases/2025/09/un-human-rights-office-updates-database-businesses-involved-israeli |publisher=OHCHR |date=September 26, 2025 |access-date=May 22, 2024}}</ref><ref>{{cite web |title=Delta Galil Industries - Company Profile |url=https://www.whoprofits.org/companies/company/3655?delta-galil-industries |publisher=Who Profits |access-date=May 22, 2024}}</ref>
=== Street artist lawsuit === In 2022, [[Banksy]] posted on Instagram and encouraged his fans to steal items from a Guess clothing store, alleging the company used his images without permission.<ref>{{cite news|url=https://www.artnews.com/art-news/news/banksy-guess-clothing-brandalised-london-store-1234647209/|author=Karen K. Ho|date=November 18, 2022|title=Banksy Appears to Encourage Fans to Steal from Guess after Brand Uses His Art in Clothing Capsule|work=ARTNews}}</ref> He stated: "They've helped themselves to my artwork without asking, how can it be wrong for you to do the same to their clothes?" The company said the collection was created in collaboration with Brandalised, which licenses designs by graffiti artists.<ref>{{cite news|url=https://www.bbc.com/news/entertainment-arts-63682298|date=November 18, 2022|title=Banksy accuses clothing brand Guess of 'helping themselves' to his artworks|work=BBC}}</ref>
In 2024, a lawsuit was filed against Guess, accusing the brand of stealing the [[intellectual property]] of several [[graffiti|street]] artists for its "graffiti inspired" clothing line. The suit was filed in [[United States District Court for the Central District of California|California's Central District]] and concerns Guess's alleged use of the tags of both Sean Griffin ("Nekst") and Robin Ronn ("Bates").<ref>{{cite news|url=https://www.artnews.com/art-news/news/street-artists-sue-guess-tags-1234695255/|author=Daniel Cassady|date=February 6, 2024|title=Major Street Artists Sue Clothing Brand Guess, Accusing Them of Stealing Their Work|work=ART News}}</ref><ref>{{cite news|url=https://wwd.com/business-news/legal/nekst-bates-guess-macys-banksy-copyright-infraction-lawsuit-los-angeles-1236133249/|author=Deborah Belgium|date=January 17, 2024|title=Two Graffiti Artists Sue Guess Inc. and Macy's Over Use of Their Artwork|work=WWD}}</ref>
<gallery widths="200px" heights="170px"> File:Guess sneaker.gif|Guess sneaker animation File:GuessBloorWest.jpg|Guess store in [[Toronto]]
</gallery>
==References== {{Reflist}}
==External links== {{Commons category}} * {{Official website|www.guess.com}} * [https://www.marciano.com/ Marciano]
{{Portal bar|Los Angeles|Companies|4=1990s|3 = 1980s}}
{{Authority control}}
{{DEFAULTSORT:Guess (Clothing)}} [[Category:1996 initial public offerings]] [[Category:Clothing brands of the United States]] [[Category:Clothing retailers of the United States]] [[Category:Eyewear brands of the United States]] [[Category:Jeans by brand]] [[Category:Watch brands]] [[Category:Retail companies based in California]] [[Category:Clothing companies based in Los Angeles]] [[Category:American companies established in 1981]] [[Category:Clothing companies established in 1981]] [[Category:1981 establishments in California]] [[Category:Labor disputes in California]] [[Category:Companies formerly listed on the New York Stock Exchange]] [[Category:1980s fashion]] [[Category:1990s fashion]] [[Category:2000s fashion]] [[Category:2026 mergers and acquisitions]]