LOS ANGELES—Guess?, Inc. (NYSE: GES) and its strategic partner WHP Global have unveiled a four-year licensing agreement with Italian eyewear powerhouse Marcolin to launch a premium eyewear collection under their jointly owned New York fashion label, rag & bone. The partnership aims to merge metropolitan flair with technical craftsmanship, signaling a bold expansion into the $114 billion global eyewear market.
Founded in 2002 amid New York’s sartorial renaissance, rag & bone has carved its niche through juxtaposition—melding heritage tailoring with urban pragmatism. This ethos now extends to eyewear with angular frames evoking cityscapes and versatile designs for daily wear. “This collaboration captures the brand’s DNA—raw sophistication with a downtown heartbeat,” said Marcolin CEO Fabrizio Curci, whose firm has produced eyewear for Guess since 1994.
The timing aligns with shifting consumer priorities. Analysts note eyewear’s rising status as both functional accessory and Fashion Week staple—a trend amplified by Gen Z’s appetite for “quiet luxury.” For Marcolin, the deal strengthens its luxury portfolio following last year’s €545.8 million revenue milestone. For Guess and WHP Global, it extends rag & bone’s lifestyle ecosystem after the brand’s 2024 acquisition.
Paul Marciano, Guess co-founder and Chief Creative Officer, emphasized the partnership’s cross-generational potential: “Marcolin’s 30-year track record in translating runway visions into wearable art makes them the ideal collaborator to elevate rag & bone’s optical narrative.”
The collection will debut in Q1 2026 across rag & bone’s 48 global boutiques, e-commerce platforms, and select luxury retailers. Industry watchers will monitor its reception given Marcolin’s recent tech investments, including AI-driven frame customization tools announced at Milan’s MIDO eyewear fair.
Strategic Context
Guess?, Inc. operates 1,070 stores globally, leveraging its 2024 acquisition of 50% of rag & bone’s IP to diversify beyond denim. WHP Global, generating over $7B in retail sales through brands like Anne Klein, adds distribution muscle. Marcolin’s portfolio—spanning Tom Ford to adidas—positions it to scale niche labels into accessible luxury segments.
As boundary-blurring collaborations redefine fashion’s value chain, this triad aims to prove that even eyewear can be a canvas for storytelling—one frame at a time.
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