Already showcased in Florence and Amsterdam, the exhibition now arrives in Tokyo, bringing its global message to one of the world’s most trendsetting cities.
From July 4 to 12, Harajuku, Tokyo’s iconic fashion district, will host “The Next 40 Years of Denimâ€, an immersive exhibition presented by GUESS to celebrate the past and future of denim. This unique experience blends heritage, innovation, and sustainability to mark the beginning of a new chapter, the era of air.
Already showcased in Florence and Amsterdam, the exhibition now arrives in Tokyo, bringing its global message to one of the world’s most trendsetting cities.
At the centre of this transformation is Guess Airwash, disruptive technologies developed by Jeanologia that replaces traditional stonewashing. Using air, light, and nanobubbles, it eliminates pumice stones, drastically reduces water consumption, by up to 80 per cent, and avoids harmful chemicals and excessive energy use, while maintaining the iconic authentic denim look.
“We are proud to partner with GUESS in bringing this revolution to Japan,†says Carmen Silla, Marketing Director at Jeanologia. “Guess Airwash represents the perfect fusion of fashion, technology, and environmental responsibility. Its arrival in Japan is a milestone in our shared mission to transform the denim industry.â€
The exhibition features a live Airwash Lab, offering behind-the-scenes insight into sustainable denim production with Jeanologia’s cutting-edge technologies, laser, e-flow, and G2 ozone. Visitors can also enjoy a customisation area, where they receive a denim tote bag to personalise with high-precision laser engraving. Local artists such as Ryota Daimon and A Love Movement add personal touches.
Additionally, the newly opened GUESS flagship store in Shibuya now features Jeanologia’s Nano laser technology, offering in-store customisations with a fast, precise, and eco-friendly process.
“The Next 40 Years of Denim†is more than an exhibition, it’s a statement. It proves that denim can be authentic, creative, and sustainable all at once. And Tokyo, with its forward-thinking spirit, is the perfect place to take the next step.
Jeanologia: 30 years leading the transformation of the textile industry
Since its founding, Jeanologia has been on a mission to transform the textile industry into a more ethical, sustainable, and efficient model. The company works closely with brands, retailers, and suppliers on this transformative journey, offering disruptive technologies, innovative software, and a new operational model. Their groundbreaking solutions, including laser technology, G2 ozone, Dancing Box, e-flow, H2Zero, and ColorBox, have redefined garment design and finishing standards, eliminating polluting processes and significantly reducing the use of water, energy, and chemicals. Thanks to these advancements, Jeanologia has saved millions of liters of water and eliminated harmful substances, turning its vision of a truly sustainable textile industry into reality.
In 2025, Jeanologia celebrates its 30th anniversary, marking a legacy of three decades of sustainable innovation. From the introduction of its laser technology in 1999, which revolutionised denim finishing, to its current challenge of implementing a revolutionary sustainable garment dyeing process, the Spanish company has pioneered solutions that not only benefit the environment but also optimise operational costs. Looking ahead, Jeanologia remains committed to creating an eco-efficient and ethical textile future, encouraging all industry stakeholders to join its Mission Zero initiative: dehydrate and detoxify the textile industry. No more water and toxic chemicals used in garment finishing around the world.