Saturday, August 24th, VIPS, social influencers and sports enthusiasts came together at LOT 5 for the day one launch of GUESS SPORT, a capsule collection celebrating archival moments rooted in the culture of sports.
GUESS JEANS U.S.A., a division of GUESS?, Inc. and spearhead by Brand Partnerships Director, Nicolai Marciano, presented day one of the two-day pop-up experience in LOT 5 at the GUESS?, Inc. HQ in Downtown L.A.
The GUESS SPORT collection re-masters popular graphics and pieces from GUESS archives with an emphasis on cut and sew. Men’s and Women’s pieces ranging from classic sweatshirts and sweatpants to t-shirts, workout tights and more in vivid hues of purple, forest green, as well as heather grey. The GUESS SPORT capsule collection prices range from $40 – $110 and includes an assortment of t-shirts, bodysuits, crew neck sweatshirts, biker shorts, sweatpants, crop tops, undergarments accessorized with slides, socks, side bags, totes and duffles.
Additionally, GUESS SPORT tapped LA based streetwear brands Babylon, ROKIT, Pleasures, Guillermo Andrade of 424, Cali Thornhill Dewitt, DRx, Medicom Toy and Fontaine Cards to reimagine vintage GUESS iconography with a quality-first approach and attention to detail.
The GUESS Sport festival presented by Buchanan’s Whisky was open to the public, offering consumers not only a buzzy marketplace to shop the collaborations, but also exciting exhibitions including a programmed soccer field and basketball court, a carnival area, skate park, car show, a sporting goods store where attendees can shop the collaborations as well as a stage with special performances by local artists. Each sporting ground showcased professionals and amateurs alike performing and competing in various contests such as slam dunk and three-point competitions, awarding trophies to winners. Free play on Sunday will be open to attendees on a first come first serve basis.
The unique, outdoor activation, was complete with LA’s most coveted food vendors, 40Love
Afters Ice Cream, Amazebowls, Ground House Burger, Happy Ice, Harun food truck, Kogi and Wally’s. Custom Buchanan’s Whisky cocktails were created to highlight the festival’s sporting theme for the weekend.
YG was the headliner of Saturday’s performances, adding to the non-stop entertainment and sporting events, celebrating the renewed energy of Downtown L.A., where parent company GUESS?, Inc. launched the Los Angeles denim industry almost 40 years ago.
Notable guests included: Nicolai Marciano, YG, James Kennedy, Barbie Blank, and Kara Del Toro.