88rising and Guess recently announced the launch of their sophomore collaborative capsule collection dubbed as “GUE88.” After an extremely successful freshman collaboration, which debuted late last year, 88rising and Guess have expanded the collaboration’s offering to a 54-piece capsule collection featuring denim jackets, hoodies, bodysuits, cargo pants, accessories and more.
The two brands looked to their own iconic symbols, each representing their own story, and combined them to create a graphic narrative that blended equal parts 88rising and Guess’ DNA. Following the first GUE88 collaboration, which had a tie dye focus, the new collection features a heavy acid wash story. Looking to Guess’ roots, acid wash is seen throughout with a play on color and elevated with premium pima fabric.
“We admire everything 88rising is doing in the music and cultural space. With Guess being a global fashion brand and 88rising having a global footprint as well, we’ve been able to create great synergy together. Guess is committed to giving people a full experience through music, product, and activations. 88rising has been a great partner to create these moments. Last year’s collaboration was very limited to their festival and tour. In this second chapter, we will be expanding our story together around the world in exciting ways,” says Nicolai Marciano, Guess? Inc. director of brand partnerships and specialty marketing.
To celebrate the official retail launch of GUE88’s newest collection, artists from 88rising’s roster, including Rich Brian, Joji, Higher Brothers (MaSiWei, Psy.P, KnowKnow [DZknow], & Melo) and Niki were shot for the official campaign, which was inspired by a school yearbook concept. By showing off the artists’ personalities and juxtaposing the quintessential American experience of the yearbook photo with Asian talent, 88rising continues to blend Asian culture with that of the West.
“After an extremely successful debut GUE88 capsule collaboration last year, where we sold out two releases within 15 minutes of each drop, this year, we’re back again for round two. We wanted to build on the tie dye theme from year one, so we based it around an acid wash concept. The majorly expanded line represents the essence of 88rising: we are forever living our lives on our own terms, guided in our belief for creative freedom, and along the way, forging an irresistible energy that enables us to push Asian culture to new dimensions,” says Sean Miyashiro, 88rising founder and CEO.
“And we’ll keep pushing, leading our specific brand of Asian representation, and inspiring the global youth. Working with Nicolai and his team has been amazing because they’re able to capture this energy and match it with their own. They understand what we stand for without it having to be said, and we’ve been able to create an incredible line because of it,” Sean adds.
The collection ranges from P1,300 to P4,000. Having first debuted at the “Head in the Clouds” festival last August, the GUE88 collection is now available at at the following Guess Philippines stores: Mall of Asia, Glorietta, Megamall, Robinsons Ermita, Trinoma, Alabang Town Center, and Ayala Cebu. You can also buy your desired piece through the brand’s website: www.guess.com.ph.
