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Guess began in 1981 as a book of styles by Georges Marciano. Maurice, Georges' brother, was first sought by Georges to help with product development. Armand and Paul, also Georges' brothers, were in charge of distribution and advertising, respectively. Armand ran distribution. and Paul created the advertising, all of it in-house. Georges designed the clothes, burnishing Guess' signature style: stonewashed denim, lighter in color, softer and more form-fitting than the competitors
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