Digging into America's Western and rural landscapes of the 80s and 90s, Guess USA aims to date back in and recall The American Way of those years. Guess USA's line differs from classic collections, firstly, for being focused on the American free spirit, cars, motorcycles, leather, the desert, and the idea of the Wild West. The collection uses premium cotton and leather materials, washed-out-vintage effects, and artisanal concepts.