DGTL X GUESS JEANS’ COLLABORATION BRINGS ART, SUSTAINABILITY, AND DESIGN TO ADE
words by PHOEBE GIBSON-DOUGALL
ADE is just around the corner, and with all of the hustle, bustle, and beats that the legendary festival brings it can be easy to get overwhelmed. Luckily for us, DGTL and GUESS JEANS are here to pull us out of the rush for a moment with their new collaboration—an immersive large-scale art installation located inside the industrial space of the NDSM Warehouse. The Air Between Us is the creation of Dutch designer Grietje Schepers, and is a physical embodiment of connection that invites viewers to pause and reflect on community and lightness.
photo by JAAP BEYLEVELD
GUESS JEANS and DGTL’s crossover is the perfect amalgamation of art, sustainibility, and design where fashion meets music, craftmanship and creative vision converge, and innovation aligns with conscious intent. Schepers’ floating installation fills the NDSM Warehouse with light and movement, a transparent structure crafted from sustainable materials that mirrors GUESS JEANS and DGTL’s connection. Inspired by the brand’s inventive GUESS AIRWASH™ denim and DGTL’s forward-thinking vision on creative technology and sustainability, the artwork is a physical embodiment of shared space and presence.
“Our festivals aren’t just about music, they’re about meaningful moments. This installation is literally a breath of air, a place to look up and feel connection,” says Tessa Ponjee, Brand Manager of DGTL.
Shared connection breeds meaningful moments and greater reflection, something that both brands hope will inspire audiences to consider their ecological footprints. A sustainable lens lies at the heart of this collaboration; where GUESS AIRWASH™ aims to represent denim production with a more eco-friendly output, DGTL endeavours to keep sustainability in mind at their events. Though both the fashion and festival industries are inherently tied to production and consumption, GUESS JEANS and DGTL share a sense of responsibility to drive change through collaboration and awareness.
It makes sense then, that The Air Between Us is not only an artwork, but also a moving conversation about how we create, consume, and coexist.
The Air Between Us will be on display from October 23–26, 2025, during DGTL ADE at the NDSM Warehouse in Amsterdam.
