The Marciano brothers fell in love with Los Angeles during a vacation and therefore decided to go and live there, leaving the South of France where they were born and raised. The brand name was born by chance, suggested by a slogan they read every day on their way to the office: "Guess what's in our new Big Mac?", Or "Guess what's in our new Big Mac?" That word stuck in their heads and became the name of the building they chose as the company's headquarters.

The first product made by Guess was a pair of slim-fit ankle-length jeans, stonewashed and with three zips called Marylin.

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