Paul and Maurice Marciano founded Guess with their brothers in 1981.
The Marciano family created Guess in Los Angeles after building on their experience in fashion and apparel. The brand became known for fitted denim, provocative advertising and a distinctive question-mark logo, helping turn jeans into a highly visible fashion product.
Guess is sometimes confused with Jordache because both brands became prominent during the designer-jeans boom. Jordache was founded by the Nakash family, while Guess was established by the Marciano brothers.
Guess later expanded beyond jeans into accessories, watches, footwear and other apparel. Its early denim collections and advertising campaigns nevertheless remain central to the brand’s identity.