GUESS Jeans U.S.A. is branching out and tackling a new category in fashion — sportswear. Dubbed GUESS Sport, the capsule will be rooted in the oh-so-popular 90s aesthetic, offering pieces for both men and women.

The label’s new venture will be celebrated with a pop-up experience in Downtown Los Angeles. The blow-out event will spotlight the new collection, as well as call consumer attention to some limited-edition goods and some collaborations with highly regarded streetwear labels.

The GUESS Jeans U.S.A. pop-up will also have a heavy experiential element as the label has infused the retail space with “an exhibition of professional and local athletes competing in their respective games on various courts, fields, and a skate park.” The pop-up will, without a doubt, be action-packed.

Photo Credits: Silas Lee

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