In 1981, GUESS sold its first pair of jeans to Bloomingdale's department store. In just one year, sales hit $6 million. Established by the Marciano brothers, who left Marseille for the American dream, Guess' first big hit was the Marilyn jean with three zippers: one at the fly, one at each ankle.

As known for its advertising, famously featuring blondes, as for its product, Guess was pioneer of the idea of designer jeans. The last of the founding Marciano brothers, Paul, recently resigned as executive chairman.