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The Guess brand has found success in its ever-evolving women's and men's fragrance collections. The company was formed in 1977 by four brothers, Maurice, Paul, Armand, and George Marciano, who received funding for the business from their family, the owners and operators of Jordache Jeans. The height of the company's success was realized in the late 1970s and early 1980s when designer jeans were at the height of American fashion. Although the Guess brand waned during the volatile fashion period of the 1990s, the company revived itself in the youth fashion realm due in part to ads featuring pop culture icon Paris Hilton.

Through a partnership with Revlon, Guess released its first women's scent, 'Original' Guess for Women during the late 1980s. The company also released several women's and men's scents during 2003 and 2009 under its license with the Parlux scent design company. The company then partnered with Coty to continue to manufacture and sell its masculine and feminine scent offerings. Guess offers more than 15 scents, including Guess Night for men & Guess Dare for women. The company operates three divisions, Guess Marciano, which makes its accessories and ready-to-wear clothing. Guess kids & Guess creates its casual wear and denim collections.

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