Guess Jeans unveiled its innovative Airwash concept as an eco-friendly alternative to traditional stone washing at Pitti. The brand showcased its commitment to sustainability by moving away from the water-intensive and environmentally harmful stone washing process. The highlight of their presentation, "The Next 40 Years of Denim," included a massive immersive display at Fortezza Da Basso and an off-site exhibition at Florence’s Teatro Del Maggio.

The Airwash technology is a significant shift in denim production. This exclusive licensed technology eliminates the use of stones and toxic chemicals, which dramatically reduces water consumption by 80% and conserves energy.

The "Stone to Air" pop-up installation at the exhibition showcased this revolutionary process, featuring jeans with a smooth finish produced without stones. Guess also personalized these jeans using the Jeanologia laser system for visiting retailers and editors during the event.

During a tour of the exhibition, Guess emphasized their celebration of the company's DNA, rooted in California lifestyle, denim, and product innovation. The brand, known for popularizing stone-washed jeans four decades ago, has now made a bold statement in the denim industry with the Airwash technology.