Origins: Guess

Who started it?

The label was launched in 1981 by four brothers: Georges, Armand, Paul and Maurice Marciano. The Marcianos were born in Algeria, raised in the south of France, and eventually settled in Los Angeles in 1977. Backed by the Nakash family, who owned Jordache Denim, Guess' first product was a pair of three-zip denim jeans that the brothers named 'Marilyn'.

In the beginning, the brothers had a difficult time convincing American department stores to stock their merchandise. Bloomingdales finally agreed to take two dozen pairs purely as a favour - and the pieces sold out within hours. By the end of 1981, Guess was available at high-end department stores such as Bergdorf Goodman, Bonwit Teller, Neiman Marcus and Saks Fifth Avenue.

The brand quickly grew in popularity during the 1980s as it capitalised on a niche in the market for edgy, designer denim and women's sportswear. The brothers added a men's line to their portfolio in 1983. This was followed by an infant and children's clothing line.

In 1985, the label created the first in what would become a celebrated series of black and white advertising campaigns that launched the careers of supermodels such as Anna Nicole Smith, Laetitia Casta, Carla Bruni and more. As a result, the Guess campaigns have won numerous Clio Awards for excellence in the field of advertising.

In the 1990s the company was accused of using sweatshops to produce its garments. The Union of Needletrades, Industrial and Textile Employees also sued Guess for failure to pay minimum wages as well as overtime to its workers. As a result, the company began to monitor its contractors to prevent another public relations fiasco.

The company went public in 1996 and Paul Marciano (left) stayed on as the label's co-chairman, co-chief executive officer and creative director along with Maurice (right).