Guess links with Selfridges for Farmers Market London pop-up, rolls out globally

By

Sandra Halliday

Published
Jun 20, 2018

Guess Jeans USA, the incubator division of Guess Inc, is expanding its newest concept, Farmers Market, globally. The concept, which launched in Los Angeles last month, will be offered through key retailers and via pop-up experiences during this month and into July.

In London, a pop-up will be taking up residence at Selfridges, which has made something of a speciality of staging limited-edition pop-up experiences in recent years. Meanwhile Paris will see one at Club 75, and it will also be at GR8 in Tokyo, at Dover Street Market in Singapore and Lessons in Perth and Melbourne. The concept (without a pop-up) will also be at Slamjam in Milan, Luisa Via Roma in Florence, Juice in Hong Kong and online in China via the Innersect App.

Each Farmers Market release will give shoppers the chance to access limited edition merchandisers and experiences from the original downtown LA pop-up.

The concept includes a special collection that features reworked silhouettes from the brand’s archives, each of the pieces being manufactured using the same classic over-dye and wash techniques developed in the 1980 and 90s.

The collection includes input from vintage streetwear collector Sean Wotherspoon, who also happens to be an avid vegan, and it adopts a colour palette derived “from the rich agricultural roots of California's landscape.” Key pieces include hoodies and overdyed acid wash denim jacket and tracksuits. Original Guess graphics featuring classic logo and produce themes also appear on T-shirts and accessories.