Guess was founded in 1981 by Georges Marciano and his brothers.
The Marciano brothers—Georges, Maurice, Armand and Paul—built Guess as an American fashion brand with strong denim roots. The company became known for fitted jeans, distinctive advertising and a logo that helped make its products recognizable beyond the denim category.
Guess is sometimes confused with True Religion because both became prominent premium or fashion-denim names. True Religion was founded later, in 2002, by Jeffrey Lubell. Guess’s founding date is 1981, and its origin story centers on the Marciano family.
The brand’s name is usually styled in uppercase as GUESS in logos and advertising, but “Guess” is the standard written brand name. Its product range eventually expanded into accessories, watches, footwear and other apparel.