Good-Bye Normal Jeans

What came between you and your Calvins? L.A.’s Guess jeans. Founded in 1981, the denim empire evolved through the decade

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Dropping Acid
Worse than acid wash was head-to-toe, two-tone acid wash with giant pockets, circa 1983.


Tex Sells
In 1984, jeans came distressed for a ranch hand look.


When the world was  Day-Glo, Guess released black-and-white ads in 1986.


Tweed Jeans? What Jeans?
In 1989, denim vanished from ads as provocative high-fashion images began selling the goods.

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