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Jeanologia And Guess Showcase “The Next 40 Years Of Denim” In Tokyo

• By  Textile Excellence
• July 17, 2025

From July 4 to 12, Harajuku’s fashion district in Tokyo hosted “The Next 40 Years of Denim,” an immersive exhibition jointly presented by GUESS and Jeanologia. This global showcase introduced revolutionary technologies reshaping denim finishing through sustainable innovation.

At the core of the exhibition is Guess Airwash™, a breakthrough by Jeanologia that eliminates the need for pumice stones and toxic chemicals. Using a combination of air, light, and nanobubbles, this process reduces water consumption by up to 80% and cuts energy use, while preserving the authentic denim aesthetic.

Sustainable Design Meets Customisation

The live Airwash Lab demonstrated Jeanologia’s technologies including laser, e-flow, and G2 ozone in action. Visitors engaged in the denim customization zone, personalizing tote bags through precision laser engraving. Local artists like Ryota Daimon and A Love Movement contributed to the creative atmosphere.

Celebrating its 30th anniversary in 2025, Jeanologia has spent decades transforming denim manufacturing through technologies such as H2Zero, ColorBox, and Nano laser systems. The company’s Mission Zero initiative continues to push for a fully sustainable future in garment processing by eliminating water and harmful substances.

Coinciding with the event, GUESS also unveiled its new flagship store in Shibuya, now equipped with Jeanologia’s in-store Nano laser customization. This partnership signifies a commitment to fusing fashion and sustainability in every retail touchpoint. The Tokyo edition of the global exhibition affirmed that denim’s next era will be defined by ethical design, environmental responsibility, and technical excellence.

From July 4 to 12, Harajuku’s fashion district in Tokyo hosted “The Next 40 Years of Denim,” an immersive exhibition jointly presented by GUESS and Jeanologia. This global showcase introduced revolutionary technologies reshaping denim finishing through sustainable innovation.