Announced today as the official denim partner of the Los Angeles Football Club of Major League Soccer, Guess? Inc. will provide off-field custom suiting and fashion for the city’s new professional men’s soccer team. Not only will the players and coaches wear the clothes, but the partnership includes social collaborations and online media opportunities. The three-year deal is the first partnership of its kind for the MLS and Los Angeles-based brand, which has been influenced by this city since the company’s 1981 launch in downtown.
In addition to the Angeleno brands’ mutual support of each other, they are also neighbors. The new Banc of California Stadium—home to LAFC—is located approximately 3 miles from the Guess? Inc. headquarters in downtown Los Angeles, which brings a lot of hometown pride to the partnership.
The partnership allows the brand to reach more male customers and move beyond its reputation as offering female-focused collections. As an American team, whose players hail from different countries, Guess? Inc. also hopes to fortify its connections to fans who live in regions around the globe.
Players will be outfitted in designs from the Guess men’s line for more casual events, but the brand is looking to the footballers to also showcase its more sophisticated side. During more formal affairs, players will be dressed in looks from Marciano. The brand extension offers a more refined collection of men’s custom Italian suiting, as shown in the following images from the Guess? Inc. photoshoot with LAFC.