Guess Jeans have announced they’ve signed up EDM/ trance titan Tiesto to ‘lend his style’ to the US corporation, via a Tiesto branded watch and a 22 piece clothes collection.
"GUESS is young, sexy and adventurous, and electronic dance music also shares these qualities,” Guess boss Paul Marciano revealed, in a statement explaining why Tiesto was their ‘natural choice’.
"Once you meet Tiësto face to face, with his contagious smile and energy, you want only one thing,” he added, “To have him share our future vision of the GUESS brand,” he added. (Billboard: http://bit.ly/NeKYCE )
Tiesto previously partnered with Armani Exchange in 2008, selling branded T shirts and product (‘you can call it a vertical investment’, he told Dubai financial newspaper Business24-7 at the time) and now fronts Clvb Life’- ‘a global, contemporary clothing and accessory brand that defines the lifestyle for today’s young, fashionable, club-going consumer’. http://clublifeclothing.com/
Details of his latest high profile brand partnership emerged just a week after fellow celebrity DJ Avicii unveiled a similar deal with menswear mega-label Ralph Lauren.
"I express myself through my music and what I wear," the Swedish star claimed.
“Most days you can find me in jeans and a flannel shirt, so to me, Denim & Supply Ralph Lauren fits my lifestyle and aesthetic,” he suggested. (http://bit.ly/NbMh4x )
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