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

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.


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