Guess?, Inc. Plans to Buy Its European Jeanswear Licensee

      LOS ANGELES,  Oct. 15  /PRNewswire-FirstCall/  -- Guess?, Inc. (NYSE: GES)
has announced that its wholly-owned subsidiary,  Guess Italia S.r.l., has agreed
to acquire  90% of the shares of Maco  Apparel,  S.p.A.  ("Maco"),  the  Italian
licensee of Guess  jeanswear  for men and women in Europe,  from Fingen  Apparel
B.V. Guess?, Inc. currently owns the remaining 10% of Maco.

      The closing of the  transaction is anticipated to occur in January,  2005,
subject to the completion of final documentation and due diligence.

      "The  acquisition  of our  European  jeanswear  licensee at this time is a
tremendous fit with the rest of our organization from a cultural,  strategic and
operational point of view. Guess's global platform will provide the resources to
greatly expand our European  operations.  Part of the  transaction  will include
stores  in Rome,  Milan  and Paris as well as in  London  and  Amsterdam,"  said
Maurice Marciano,  Co-Chairman and Co-CEO of Guess?,  Inc.

      Guess?,  Inc.  plans to open many new  stores  throughout  Europe,  either
directly or through its  distributors,  in cities  such as  Istanbul,  Budapest,
Warsaw and Barcelona.

      Guess?,  Inc.  designs,  markets,  distributes  and  licenses a  lifestyle
collection of contemporary  apparel,  accessories and related consumer products.
At September  25, 2004 the Company  owned and operated 269 retail  stores in the
United  States and Canada.  The Company also  distributes  its products  through
better  department and specialty  stores around the world.  For more information
about the Company, please visit www.guess.com.

      Except  for  historical  information  contained  herein,  certain  matters
discussed in this press  release are  forward-looking  statements  that are made
pursuant to the safe harbor  provisions  of the  Private  Securities  Litigation
Reform  Act of  1995.  Forward-looking  statements  are only  expectations,  and
involve  known and  unknown  risks  and  uncertainties,  which may cause  actual
results in future periods and other future events to differ materially from what
is  currently  anticipated.  Factors  which may cause  actual  results in future
periods to differ from current  expectations  include,  among other things,  the
continued availability of sufficient working capital, the successful integration
of new stores into existing operations,  the continued desirability and customer
acceptance of existing and future  product  lines  (including  licensed  product
lines),  possible  cancellations of wholesale orders, the success of competitive
products,  and the availability of adequate  sources of capital.  In addition to
these factors,  the economic and other factors  identified in the Company's most
recent  annual  report on Form 10-K for the fiscal year ended  December 31, 2003
including but not limited to the risk factors  discussed  therein,  could affect
the  forward-looking  statements  contained  herein and in the  Company's  other
public documents.

     Contact:  Carlos Alberini
               President & Chief Operating Officer
               (213) 765-3582

               Frederick G. Silny
               SVP & Chief Financial Officer
               (213) 765-3289

               Wendi Kopsick
               Kekst and Company
               (212) 521-4800

SOURCE  Guess?, Inc.
    -0-                             10/15/2004
    /CONTACT:  Carlos Alberini, President & Chief Operating Officer,
   +1-213-765-3582, or Frederick G. Silny, SVP & Chief Financial Officer,
   +1-213-765-3289, both of Guess?, Inc.; or Wendi Kopsick of Kekst and Company,
   +1-212-521-4800, for Guess?, Inc./
    /First Call Analyst: /
    /FCMN Contact: paulme@guess.com /
    /Web site:  http://www.guess.com /
    (GES)

CO:  Guess?, Inc.; Guess Italia S.r.l.; Maco Apparel, S.p.A.
ST:  California
IN:  REA FAS
SU:  TNM