On July 17th 2012, GUESS, the denim-based lifestyle brand, announced that EDM superstar DJ/producer Tiësto and the company was embarking on a comprehensive collaboration that would include a limited-edition capsule collection and branded performances around the world.
“When I first met Tiësto, I was really so impressed,” said Paul Marciano, CEO and Creative Director for GUESS? Inc. “We connected right away on both a personal and professional level. He is more than just a DJ – he is very multi-faceted and truly understands what it takes to build a brand. There is no better choice in music today to represent the free-spirited, adventurous and sexy GUESS lifestyle.”
“GUESS has been a pioneer in fashion for 30 years,” said Tiësto. “I’ve been a fan of the brand for a long time. It’s really an honor to have been selected to partner with them in such a global way. The opportunity to work with Paul Marciano and his company is truly invaluable as I continue to build my clothing brand, CLVB LIFE.”
Joining the ranks of Avicii, the new face of fashion mega-house Ralph Lauren’s fall collection, Tiësto has left some EDM fanatics wondering when enough is enough. What used to be a mostly underground scene, EDM has launched into the mainstream world full force over the past couple of months. Does this mean that neon tutus, furry boots, “I Love Trance” t-shirts and candy will become a thing of the past? Only time will tell.