On Oct. 3, Guess, who will be at ComplexCon in Long Beach, Calif, will release its first unisex line, called His + Hers. The collection, first announced back in May, will include denim, loungewear, tees, blazers, button-down shirts, a pair of joggers, a hoodie, and outerwear in monochromatic and neutral hues. Overall, the offerings play with premium materials, including heavy suede used for a biker jacket, lamb leather for a shirt, and terry cloth for the sweats, amongst others.
In the last year or so, gender lines in fashion have been blurred. Young Thug and Jaden Smith are wearing dresses; women are walking in men’s runway shows. Guess CEO Victor Herrero says that trend inspired the brand’s new collection. “Menswear is becoming more and more popular amongst women,” he says. “We used a single neutral aesthetic to design the line. We are inspired by the cultural shifts that create movements such as this unisex phenomenon.”
He describes gender neutrality as an outlook on life, beyond fashion. “It’s a philosophy that has been rapidly taking hold and also rapidly taking the fashion industry by storm,” he continues. “It is important that Guess, a brand that has always celebrated the male and female form, participates in this new dialogue around how men and women portray themselves, so that we can continue to celebrate them as we’ve done for the past 35 years.”
Herrero notes that gender neutrality in fashion goes beyond a trend. “It signals a change and an evolution in our society,” he says. “The idea is very progressive and it’s exciting to be a part of it.”
Guess hasn’t confirmed a second line, but Herrero says it’s a possibility. “We will continue to push the envelope in ways that we have not yet even imagined,” he says. Even if another name that doesn’t doesn’t rely on the gender binary might make a more nuanced impact, committing to the cause is still an important stance for a mass market brand like Guess to take.
Guess’ His + Hers line will be available in select Guess stores and online. T-shirts will range from $59 – $158, the jogger will retail for $128 and the hoodie for $108, while the outerwear will start at $198.
BY KARIZZA SANCHEZ | Source: Complex.com