*10.28.   Registration Rights Agreement among the Registrant and certain      
          stockholders of the Registrant. 
- ------------------------------------------------------------------------------- 
                      REGISTRATION RIGHTS AGREEMENT

          THIS REGISTRATION RIGHTS AGREEMENT is made and entered into as of 
August 1, 1996, between Guess ?, Inc., a Delaware corporation (the 
"Company"), and the stockholders of the Company indicated on the signature 
pages hereto (being referred to herein from time to time, collectively, as 
the "Trusts", and each individually, as a "Trust").

                               R E C I T A L S

          WHEREAS, on the date hereof, each Trust is the owner of the 
respective number of shares of the Company's Common Stock, par value $.01 per 
share (the "Common Stock"), set forth opposite the name of such Trust on the 
signature pages hereto;

          WHEREAS, the Trusts have approved various actions in connection 
with a proposed initial public offering of up to 10,580,000 shares of the 
Common Stock, including the approval of a Restated Certificate of 
Incorporation;

          WHEREAS, the parties hereto desire to provide for the registration 
under the Securities Act of 1933, as amended (the "Securities Act"), of the 
shares of Common Stock owned by the Trusts as of the date hereof, on the 
terms and conditions set forth herein; and

          WHEREAS, the Board of Directors of the Company has authorized the 
officers of the Company to execute and deliver this Agreement in the name of 
and on behalf of the Company.

          NOW, THEREFORE, in consideration of the mutual covenants, promises, 
representations, warranties and conditions set forth in this Agreement, the 
parties hereto, intending to be legally bound, hereby agree as follows:

          1.   Definitions.

          For purposes of this Agreement, in addition to the definitions set 
forth above and elsewhere herein, the following terms shall have the 
following respective meanings:

          "Affiliate" of a Holder shall mean a person who controls, is 
           controlled by or is under common control with such Holder or,
           the spouse or children (or a trust exclusively for the benefit of
           a spouse and/or children) of such Holder or, in the case of a Holder
           which is a trust, the trustee and the beneficiaries of such trust.

          "Clearance Notice" shall have the meaning specified in the last 
          paragraph of Section 5.


                                       1




          "Commission" shall mean the United States Securities and Exchange 
     Commission and any successor agency thereto.

          "Common Stock" shall have the meaning specified in the first 
Recital.

          "Company" shall have the meaning specified in the Preamble.

          "Demand Notice" shall have the meaning specified in Section 2(a).

          "Demand Registration" shall have the meaning specified in Section 
2(a).

          "Exchange Act" shall mean the Securities Exchange Act of 1934, as 
     amended, or any similar federal statute, and the rules and regulations 
     of the Commission thereunder, all as the same shall be in effect at the 
     time.

          "Holder" shall mean a Trust or any transferee or assignee to whom 
     the rights under this Agreement are assigned in accordance with the 
     provisions of Section 10 hereof.

          "Maximum Offering Size" shall have the meaning specified in Section 
3(b)(ii).

          "Occurrence Notice" shall have the meaning specified in the last 
     paragraph of Section 5.

          "Person" shall mean an individual, partnership, corporation, limited
     liability company, joint venture, association, joint-stock company, trust,
     unincorporated organization, government or agency or political subdivision
     thereof, or other entity.

          "Registrable Stock" shall mean: (i) the Common Stock beneficially
     owned by the Trusts on the date hereof; (ii) any Common Stock issued as 
     (or issuable upon the conversion or exercise of any warrant, right, option
     or other convertible security which is issued as) a dividend or other
     distribution with respect to, or in exchange for, or in replacement of, the
     Common Stock owned by the Trusts on the date hereof and (iii) any Common
     Stock issued by way of a stock split of the Common Stock referred to in
     clauses (i) or (ii) above.  For purposes of this Agreement, any
     Registrable Stock shall cease to be Registrable Stock when (x) a
     registration statement covering such Registrable Stock has been declared
     effective and such Registrable Stock has been disposed of pursuant to such
     effective registration statement or (y) such Registrable Stock is sold or
     distributed pursuant to Rule 144 (or any similar or successor provision
     (but not Rule 144A)) under the Securities Act.

          "Requesting Holders" shall have the meaning specified in Section 
2(a).


                                       2



          "Securities Act" shall have the meaning specified in the third 
Recital.

          "Shelf Registration" shall have the meaning specified in Section 
2(b)(i).

          "Shelf Registration Statement" shall have the meaning specified in 
     Section 2(b)(ii).

          "Trust" or "Trusts"shall have the meaning specified in the Preamble.

          "Underwritten Offering" or "Underwritten Registration" shall mean a 
     registration in which securities of the Company are sold to an underwriter
     or underwriters for reoffering to the public.

          2.   Demand Registration.

          (a)  At any time commencing 180 days after the date of this 
Agreement, the Holders of at least [10%] of the then outstanding Registrable 
Stock (the "Requesting Holders") may request, in a written notice to the 
Company (a "Demand Notice"), that the Company file a registration statement 
under the Securities Act covering the registration of at least [10%] of the 
Registrable Stock then outstanding in the manner specified in such notice (a 
"Demand Registration").   Promptly following receipt of a Demand Notice (such 
request to state the number of shares of Registrable Stock to be so included 
and the intended method of distribution), the Company shall (x) within twenty 
(20) days notify all other Holders of such request in writing and (y) use its 
best efforts to cause to be registered under the Securities Act all 
Registrable Stock that the Requesting Holders and such other Holders have, 
within ten (10) days after the Company has given such notice, requested be 
registered in accordance with the manner of distribution specified in the 
Demand Notice by the Requesting Holders.

          (b)  (i)  If any Demand Registration is requested to be a "shelf" 
registration by the Requesting Holders of the Registrable Stock to be 
included in such Demand Registration, the Company shall cause to be filed 
pursuant to Rule 415 under the Securities Act a shelf Registration Statement 
(a "Shelf Registration Statement") with respect to the number of shares of 
Registrable Stock requested to be so registered (a "Shelf Registration").  
The Company shall keep such Shelf Registration Statement continuously 
effective for a period of at least one year following the date on which the 
Commission declares such Shelf Registration Statement effective under the 
Securities Act (subject to extension pursuant to Section 4(a) and the last 
paragraph of Section 5 hereof), or such shorter period ending when all of the 
shares of Registrable Stock covered by such Shelf Registration Statement have 
been sold.

               (ii) Upon the occurrence of any event that would cause the 
Shelf Registration Statement (A) to contain a material misstatement or 
omission or (B) to be not effective and usable for resale of Registrable 
Securities during the period that such Shelf Registration Statement is


                                       3



required to be effective and usable, the Company shall promptly file an 
amendment to the Shelf Registration Statement, in the case of clause (A), 
correcting any such misstatement or omission and, in the case of either 
clause (A) or (B), use its best efforts to cause such amendment to be 
declared effective and such Shelf Registration Statement to become usable as 
soon as practicable thereafter.

          (c)  If the Requesting Holders intend to have the Registrable Stock 
distributed by means of an Underwritten Offering, the Company shall include 
such information in the written notice referred to in clause (x) of Section 
2(a) above.  In such event, the right of any Holder to include its 
Registrable Stock in such registration shall be conditioned upon such 
Holder's participation in such Underwritten Offering and the inclusion of 
such Holder's Registrable Stock in the Underwritten Offering (unless 
otherwise mutually agreed by a majority in interest of the Requesting Holders 
and such Holder) to the extent provided below.  All Holders proposing to 
distribute Registrable Stock through such Underwritten Offering shall enter 
into an underwriting agreement in customary form with the underwriter or 
underwriters.  Such underwriter or underwriters shall be selected by a 
majority in interest of the Requesting Holders and shall be approved by the 
Company, which approval shall not be unreasonably withheld; PROVIDED, that 
(i) all of the representations and warranties by, and the other agreements on 
the part of, the Company to and for the benefit of such underwriters shall 
also be made to and for the benefit of such Holders of Registrable Stock, 
(ii) any or all of the conditions precedent to the obligations of such 
underwriters under such underwriting agreement shall be conditions precedent 
to the obligations of such Holders of Registrable Stock, and (iii) no Holder 
shall be required to make any representations or warranties to or agreements 
with the Company or the underwriters other than representations, warranties 
or agreements regarding such Holder, the Registrable Stock of such Holder and 
such Holder's intended method of distribution and any other representations 
required by law or reasonably required by the underwriter.  If any Holder of 
Registrable Stock disapproves of the terms of the underwriting, such Holder 
may elect to withdraw all its Registrable Stock by written notice to the 
Company, the managing underwriter and the Initiating Holders.  The securities 
so withdrawn shall also be withdrawn from registration and shall remain 
Registrable Stock.

          (d)  Notwithstanding any provision of this Agreement to the 
contrary,

               (i)  the Company shall not be required to effect a Demand 
     Registration during the period starting 30 days prior to the estimated 
     date of filing by the Company of, and ending on a date 180 days following
     the effective date of, a registration statement pertaining to a public
     offering of equity securities of the Company;

               (ii) the Company shall not be required to effect more than one 
     Demand Registration in any six-month period;

               (iii) if, in the written opinion of the managing underwriter of
     any Underwritten Offering, the total amount of Registrable Stock to be 
     registered in connection with a Demand Registration will exceed the


                                       4



     maximum amount of the Company's securities that can be marketed (1) at a
     price reasonably related to the then current market value of such
     securities or (2) without otherwise materially and adversely affecting the
     entire offering, then the Company shall include in such Demand Registration
     the number of shares of Registrable Stock that in the opinion of such
     managing underwriter can be sold within a price range acceptable to the
     Holders of a majority of the Registrable Stock requested to be included in
     such Demand Registration by the Requesting Holders pursuant to Section
     2(a), allocated pro rata among the Requesting Holders on the basis of the
     relative number of shares of Registrable Stock each such Holder has
     requested to be included in such registration; and

               (iv) if the Company shall furnish to the Requesting Holders a 
     certificate signed by the president of the Company stating that in the 
     good faith opinion of a majority of the Board of Directors of the 
     Company such registration would interfere with any material transaction 
     then being pursued by the Company, then the Company's obligation to use 
     its best efforts to file a registration statement shall be deferred for a 
     period not to exceed 60 days.

          (e)  The Company shall not be obligated to effect more than three 
Demand Registrations; PROVIDED, HOWEVER, that a Demand Registration shall not 
be deemed to have been effected for purposes of this Section 2(e) unless: (i) 
it has been declared effective by the Commission; (ii) it has remained 
effective for the period set forth in Section 5(a) and (iii) the offering of 
Registrable Stock pursuant to such registration is not subject to any stop 
order, injunction or other order or requirement of the Commission (other than 
any such stop order, injunction or other requirement of the Commission 
prompted by any act or omission of a Requesting Holder).

          3.   Incidental Registration.

          (a)  Subject to Section 8 and the other terms and conditions set 
forth in this Section 3, if at any time the Company determines that it shall 
file a registration statement under the Securities Act (other than a 
registration statement on Form S-4 or S-8 or filed in connection with an 
exchange offer or an offering of securities solely to the Company's existing 
stockholders) on any form that would also permit the registration of the 
Registrable Stock and such filing is to be on the Company's behalf and/or on 
behalf of selling holders (including Requesting Holders) of its securities 
for the sale of shares of Common Stock, the Company shall each such time 
promptly give each Holder written notice of such determination setting forth 
the date on which the Company proposes to file such registration statement, 
which date shall be no earlier than 30 days from the date of such notice, and 
advising such Holders of their right to have Registrable Stock included in 
such registration.  Upon the written request of any Holder received by the 
Company no later than 30 days after the date of the Company's notice, the 
Company shall use its best efforts to cause to be registered under the 
Securities Act all of the Registrable Stock that each such Holder has so 
requested to be registered.


                                       5



          (b)  The Company's obligation to include Registrable Stock in a 
registration statement pursuant to Section 3(a) above is subject to the 
following limitations, conditions and qualifications:

               (i)  If, at any time after giving written notice of its 
     determination to register its securities and prior to the effective date
     of any registration statement filed in connection with such registration,
     the Company shall determine for any reason not to register such securities,
     the Company may, at its election, give written notice of such determination
     to the Holders and thereupon the Company shall be relieved of its
     obligation to use any efforts to register any Registrable Stock in
     connection with such aborted registration; provided, that the provisions of
     this clause (i) shall not affect the obligations of the Company with
     respect to a Demand Registration.

               (ii) If, in the written opinion of the managing underwriter 
     (or, in the case of a non-Underwritten Offering, in the opinion of a 
     majority of the directors of the Company), the total amount of such 
     securities to be so registered, including such Registrable Stock, will 
     exceed the maximum amount (the "Maximum Offering Size") of the Company's 
     securities that can be marketed (1) at a price reasonably related to the
     then current market value of such securities or (2) without otherwise 
     materially and adversely affecting the entire offering, then the Company 
     shall include in such registration, in the following priority up to the 
     Maximum Offering Size: (x) first, all of the securities proposed to be 
     registered for offer and sale by the Company, (y) second, all of the
     Registrable Stock requested to be included in such registration by the
     Holders pursuant to this Section, allocated, if necessary for such 
     offering not to exceed the Maximum Offering Size, pro rata among the 
     Holders requesting registration of such Registrable Stock on the basis of
     the relative number of shares of Registrable Stock each such Holder has 
     requested to be included in such registration, and (z) third, any other 
     securities of the Company requested to be registered by any other parties.

          4.   Holdback Agreements.

          (a)  Each Holder of Registrable Stock agrees, if so required 
(pursuant to a timely notice) by the Company or the managing underwriter in 
any Underwritten Offering, not to effect any public sale of distribution of 
securities of the Company of the same class as the securities included in 
such Underwritten Registration, or any securities convertible into or 
exchangeable to exercisable therefor, during the 30 days prior to and the 180 
days after any Underwritten Registration pursuant to Section 2 or Section 3 
has become effective, except as part of such Underwritten Registration.  
Notwithstanding the foregoing sentence, each Holder of Registrable Stock 
subject to the foregoing sentence shall be entitled to sell securities during 
the foregoing period in a private sale.  If a request is made pursuant to 
this Section 4(a), then the time period during which a Shelf Registration is 
required to remain continuously effective for such Holders of Registrable 
Stock pursuant to the terms of this Agreement shall be extended 210 days.


                                       6



          None of the foregoing provisions of this Section 4(a) shall apply 
to any Holder of Registrable Stock if such Holder is prevented by applicable 
statute or regulation from entering into any such agreement; PROVIDED, that 
any such Holder shall undertake not to effect any public sale or distribution 
of the Registrable Stock unless such Holder has provided 45 days' prior 
written notice of such sale or distribution to the underwriter or 
underwriters.

          (b)  The Company agrees (i) if so required by the managing 
underwriter of any Underwritten Offering, not to effect any public sale or 
distribution of securities of the same class as the securities included in 
such Underwritten Registration or securities convertible into or exchangeable 
or exercisable therefor during the 30 days prior to and the 90 days after any 
Underwritten Registration pursuant to Section 2 or Section 3 has become 
effective, except as part of such Underwritten Registration and except 
pursuant to registrations on Form S-4 or S-8 or any successor form to such 
Forms, and (ii) to use its best efforts to cause each holder of equity 
securities included in any Underwritten Registration or any securities 
convertible into or exchangeable or exercisable therefor, in each case 
purchased from the Company at any time after the date of this Agreement 
(other than in a public offering) to agree not to effect any public sale or 
distribution of or otherwise dispose of shares of equity securities (or such 
other securities) during such period except as part of such Underwritten 
Registration.

          5.   Registration Procedures.  Whenever required under Section 2 or 
Section 3 of this Agreement to use its best efforts to effect the 
registration of any Registrable Stock, the Company shall, as expeditiously as 
possible:

          (a)  prepare and file with the Commission a registration statement 
     with respect to such Registrable Stock and use its best efforts to cause 
     such registration statement to become and remain effective for the period
     of the distribution contemplated thereby;

          (b)  prepare and file with the Commission such amendments and
     supplements to such registration statement and the prospectus used in 
     connection therewith as may be necessary to comply with the provisions of
     the Securities Act with respect to the disposition of all Registrable Stock
     covered by such registration statement;

          (c)  furnish to each Holder such numbers of copies of the registration
     statement and each prospectus included therein (including each preliminary
     prospectus and any amendments or supplements thereto) in conformity with
     the requirements of the Securities Act and such other documents and
     information as they may reasonably request;

          (d)  use its best efforts to register or qualify the Registrable Stock
     covered by such registration statement under the securities or blue sky
     laws of such jurisdictions as shall be reasonably appropriate for the
     distribution of the Registrable Stock covered by the registration
     statement; PROVIDED, HOWEVER, that the Company shall not be


                                       7


     required in connection therewith or as a condition thereto to qualify to do
     business in or to file a general consent to service of process in any
     jurisdiction wherein it would not but for the requirements of this
     paragraph (d) be obligated to do so;

          (e)  promptly notify (but in any event within five business days) 
     the selling Holders of Registrable Stock, their counsel and the managing 
     underwriters, if any, and confirm such notice in writing, (i) when a 
     prospectus or any prospectus supplement has been filed and, with respect 
     to a registration statement or any post-effective amendment, when the 
     same has become effective, (ii) of any request by the Commission or any
     other Federal or state governmental authority for amendments or supplements
     to a registration  statement or related prospectus or for additional 
     information, (iii) of the issuance by the Commission of any stop order 
     suspending the effectiveness of a registration statement or of any order 
     preventing or suspending the use of any prospectus or the initiation of 
     any proceedings by an Person for that purpose, (iv) if at any time the 
     representations and warranties of the Company contained in any agreement 
     (including any underwriting agreement) contemplated by Section 6(l) below
     ease to be true and correct, (v) of the receipt by the Company of 
     any notification with respect to the suspension of the qualification of 
     exempting from qualification of a registration statement or any of the
     Registrable Stock for offer or sale under the securities or blue sky laws
     of any jurisdiction, or the contemplation, initiation or threatening of any
     proceeding for such purpose, (vi) of the happening of any event that 
     makes any statement made in such registration statement or related 
     prospectus or any document incorporated or deemed to be incorporated 
     therein by reference untrue in any material respect or that requires the
     making of any changes in such registration statement, prospectus or
     documents so that it will not contain any untrue statement of a material
     fact or omit to state any material fact required to be stated therein or 
     necessary to make the statements therein, in light of the circumstances 
     under which they were made (in the case of the prospectus only) not
     misleading, and (vii) of the Company's reasonable determination that a 
     post-effective amendment to a registration statement would be appropriate;

          (f)  furnish, at the request of any Holder requesting registration 
     of Registrable Stock pursuant to Section 2, if the method of distribution
     is by means of an Underwritten Offering, on the date that the shares of
     Registrable Stock are delivered to the underwriters for sale pursuant to
     such registration, or if such Registrable Stock is not being sold through
     underwriters, on the date that the registration statement with respect to
     such shares of Registrable Stock becomes effective: (i) a signed opinion,
     dated such date, of the independent legal counsel representing the Company
     for the purpose of such registration, addressed to the underwriters, if
     any, and if such Registrable Stock is not being sold through underwriters,
     then to the Holders making such request, as to such matters as such
     underwriters or the Holders holding a majority of the Registrable Stock
     included in such registration, as the case may be, may reasonably request
     and as would be customary in such a transaction and (ii) letters dated such
     date and the


                                       8



     date the offering is priced from the independent certified public
     accountants of the Company, addressed to the underwriters, if any, and if
     such Registrable Stock is not being sold through underwriters, then to the
     Holders making such request (1) stating that they are independent certified
     public accountants within the meaning of the Securities Act and that, in
     the opinion of such accountants, the financial statements and other
     financial data of the Company included in the registration statement or the
     prospectus, or any amendment or supplement thereto, comply as to form in
     all material respects with the applicable accounting requirements of the
     Securities Act and (2) covering such other financial matters (including
     information as to the period ending not more than five business days prior
     to the date of such letters) as such underwriters or the Holders holding a
     majority of the Registrable Stock included in such registration, as the
     case may be, may reasonably request and as would be customary in such a
     transaction;

          (g)  enter into customary agreements (including, if the method of 
     distribution is by means of an Underwritten Offering an underwriting 
     agreement in customary form) and take such other actions as are reasonably
     required in order to expedite or facilitate the disposition of the
     Registrable Stock to be so included in the registration statement; 

          (h)  As promptly as practicable upon the occurrence of any event 
     contemplated by paragraph (e)(vi) above, prepare a supplement or
     post-effective amendment to the registration statement or a supplement 
     to the related prospectus or any documents incorporated or deemed to be 
     incorporated therein by reference, or file any other required document 
     so that, as thereafter delivered to the purchasers of the Registrable
     Stock being sold thereunder, such prospectus will not contain an untrue 
     statement of a material fact or omit to state a material fact required 
     to be stated therein or necessary to make the statements therein, in 
     light of the circumstances;

          (i)  otherwise use its best efforts to comply with all applicable 
     rules and regulations of the Commission; and

          (j)  use its best efforts to list the Registrable Stock covered by 
     such registration statement with any securities exchange on which the 
     Common Stock of the  Company is then listed.

For purposes of Sections 5(a) and 5(b), the period of distribution of 
Registrable Stock in a firm commitment Underwritten Offering shall be deemed 
to extend until each underwriter has completed the distribution of all 
securities purchased by it, and the period of distribution of Registrable 
Stock in any other registration shall be deemed to extend until the earlier 
of the sale of all Registrable Stock covered thereby and three months after 
the effective date thereof.

          Each Holder of Registrable Stock agrees that, upon receipt of 
written notice from the Company of the happening of any event of the kind 
described in Section 5(e)(ii), 5(e)(iii), 5(e)(v), 5(e)(vi) or 5(e)(vii) (an


                                       9



"Occurrence Notice"), such Holder will forthwith discontinue disposition of 
such Registrable Stock covered by such registration statement or prospectus 
until such Holder's receipt of the copies of the supplemented or amended 
registration statement or prospectus contemplated by Section 5(h), or until 
it receives notice in writing (a "Clearance Notice") from the Company that 
the use of the applicable prospectus may be resumed, and has received copies 
of any additional or supplemental filings that are incorporated or deemed to 
be incorporated by reference in such prospectus, and, if so directed by the 
Company, such Holder will deliver to the Company (at the Company's expense) 
all copies, other than permanent file copies then in such Holder's 
possession, of the prospectus covering such Registrable Stock current at the 
time of receipt of such notice.  If the Company shall deliver an Occurrence 
Notice in connection with any registered sale of Registered Stock, the time 
periods mentioned in Section 2 hereof shall be extended by the number of days 
during such periods from and including the date of delivery of such 
Occurrence Notice to and including the date when each seller of Registrable 
Stock covered by such registration statement receives (x) the copies of the 
supplemented or amended prospectus contemplated by Section 5(h) hereof or (y) 
a Clearance Notice, as the case may be.

          6.   Furnish Information.  It shall be a condition precedent to the 
obligations of the Company to take any action pursuant to this Agreement that 
the Holders shall furnish to the Company such information regarding 
themselves, the Registrable Stock held by them, and the intended method of 
disposition of such securities as the Company shall reasonably request and as 
shall be required in connection with the action to be taken by the Company.

          7.   Expenses of Registration.  All expenses incurred in connection 
with each registration pursuant to Section 2 and Section 3 of this Agreement, 
excluding underwriters' discounts and commissions, but including without 
limitation all registration, filing and qualification fees, word processing, 
duplicating, printers' and accounting fees (including the expenses of any 
special audits or "cold comfort" letters required by or incident to such 
performance and compliance), fees of the National Association of Securities 
Dealers, Inc. or listing fees, messenger and delivery expenses, all fees and 
expenses of complying with state securities or blue sky laws, fees and 
disbursements of counsel for the Company, and the fees and disbursements of 
one counsel for the selling Holders (which counsel shall be selected by the 
Holders holding a majority in interest of the Registrable Stock being 
registered), shall be paid by the Company; PROVIDED, HOWEVER, that if a 
registration request pursuant to Section 2 of this Agreement is subsequently 
withdrawn at the request of the Holders of a number of shares of Registrable 
Stock such that the remaining Holders requesting registration would not have 
been able to request registration under the provisions of Section 2 of this 
Agreement, such withdrawing Holders shall bear such expenses unless such 
withdrawing Holders shall forfeit their right to one Demand Registration 
pursuant to Section 2 of this Agreement.  The Holders shall bear and pay the 
underwriting commissions and discounts applicable to securities offered for 
their account in connection with any registrations, filings and 
qualifications made pursuant to this Agreement.


                                       10



          8.   Underwriting Requirements.  In connection with any 
Underwritten Offering, the Company shall not be required under Section 3 to 
include shares of Registrable Stock in such Underwritten Offering unless the 
Holders of such Registrable Stock accept the terms of the underwriting of 
such offering that have been reasonably agreed upon between the Company and 
the underwriters selected by the Company.

          9.   Rule 144 and Rule 144A Information.  With a view to making 
available the benefits of certain rules and regulations of the Commission 
which may at any time permit the sale of the Registrable Stock to the public 
without registration, 

          (a) at all times after ninety (90) days after any registration 
     statement covering a public offering of securities of the Company under
     the Securities Act shall have become effective, the Company agrees to:

               (i)   make and keep public information available, as those 
     terms are understood and defined in Rule 144 under the Securities Act;

               (ii)  use its best efforts to file with the Commission in a 
     timely manner all reports and other documents required of the Company 
     under the Securities Act and the Exchange Act; and

               (iii) furnish to each Holder of Registrable Stock promptly upon 
     request a written statement by the Company as to its compliance with the 
     reporting requirements of such Rule 144 and of the Securities Act and the
     Exchange Act, a copy of the most recent annual or quarterly report of the
     Company, and such other reports and documents so filed by the Company as
     such Holder may reasonably request in availing itself of any rule or
     regulation of the Commission allowing such Holder to sell any Registrable
     Stock without registration; and

          (b) at all times during which the Company is neither subject to the 
     reporting requirements of Section 13 or 15(d) of the Exchange Act, nor 
     exempt from reporting pursuant to Rule 12g3-2(b) under the Exchange Act, it
     will provide, upon the written request of any Holder of Registrable Stock
     in written form (as promptly as practicable and in any event within 15
     business days), to any prospective buyer of such stock designated by such
     Holder, all information required by Rule 144A(d)(4)(i) of the General
     Regulations promulgated by the Commission under the Securities Act.

          10.  Indemnification.  In the event any Registrable Stock is 
included in a registration statement under this Agreement:

          (a)  The Company shall indemnify and hold harmless each Holder and 
     its directors and officers, each person who participates in the 
     offering of such Registrable Stock, including underwriters (as 
     defined in the Securities Act), and each person, if any, who 
     controls such Holder or participating person within the meaning of the 
     Securities Act, against any losses, claims, damages or liabilities, 
     joint or several, as incurred, to  which they may become subject 
     under the Securities Act or


                                       11



     otherwise, insofar as such losses, claims, damages or liabilities (or
     proceedings in respect thereof) arise out of or are based on any untrue
     or alleged untrue statement of  any material fact contained in such
     registration statement on the effective date thereof (including any
     prospectus filed under  Rule 424 under the Securities Act or any
     amendments or supplements thereto) or arise out of or are based upon the
     omission or alleged omission to state therein a material fact  required
     to be stated therein or necessary to make the statements therein not
     misleading, and shall reimburse each such Holder and its directors and
     officers, such participating person or controlling person for any legal
     or other expenses as reasonably incurred by them (but not in excess of
     expenses incurred in respect of one counsel for all of them unless there
     is an actual conflict of interest between any indemnified parties, which
     indemnified parties may be represented by separate counsel) in connection
     with investigating or defending any such loss, claim, damage, liability or
     action; PROVIDED, HOWEVER, that the indemnity agreement contained in this
     Section 10(a) shall not apply to amounts paid in settlement of any such
     loss, claim, damage, liability or action if such settlement is effected
     without the consent of the Company; PROVIDED, FURTHER, that the Company
     shall not be liable to any Holder or its directors and officers,
     participating person or controlling person in any such case for any such
     loss, claim, damage, liability or action to the extent that it arises
     out of or is based upon an untrue statement or alleged untrue statement
     or omission or alleged omission in reliance upon and in conformity with 
     written information furnished expressly for use in connection with such
     registration by any such Holder, its directors and officers, participating
     person or controlling person. Such indemnity shall remain in full force and
     effect regardless of any investigation made by or on behalf of any such
     Holder, its directors and officers, participating person or controlling
     person, and shall survive the transfer of such securities by such Holder.

          (b)  Each Holder requesting or joining in a registration shall, 
     severally and not jointly, indemnify and hold harmless the Company, each 
     of its directors and officers, each person, if any, who controls the 
     Company within the meaning of the Securities Act, and any underwriter 
     against any losses, claims, damages or liabilities, joint or several, to 
     which the Company or any such director, officer, controlling person or 
     underwriter may become subject, under the Securities Act or otherwise, 
     insofar as such losses, claims, damages or liabilities (or proceedings 
     in respect thereof) arise out of or are based upon any untrue statement 
     or alleged untrue statement of any material fact contained in such 
     registration statement on the effective date thereof (including any 
     prospectus filed under Rule 424 under the Securities Act or any 
     amendments or supplements thereto) or arise out of or are based upon the 
     omission or alleged omission to state therein a material fact required 
     to be stated therein or necessary to make the statements therein 
     not misleading, in each case to the extent, but only to the extent, that 
     such untrue statement or alleged untrue statement or omission or alleged 
     omission was made in reliance upon and in conformity with information 
     furnished by or on behalf of such Holder expressly for use in connection 
     with such registration; and each such Holder shall reimburse any legal


                                       12



     or other expenses reasonably incurred by the Company or any such 
     director, officer, controlling person or underwriter (but not in excess 
     of expenses incurred in respect of one counsel for all of them unless 
     there is an actual conflict of interest between any indemnified parties, 
     which indemnified parties may be represented by separate counsel) 
     in connection with investigating or defending any such loss, claim, 
     damage, liability or action; PROVIDED, HOWEVER, that the indemnity 
     agreement contained in this Section 10(b) shall not apply to amounts 
     paid in settlement of any such loss, claim, damage, liability or action 
     if such settlement is effected without the consent of such Holder, and 
     PROVIDED, FURTHER, that the  liability of each Holder hereunder shall be 
     limited to the proportion of any such loss, claim, damage, liability or 
     expense which is equal to the proportion that the net proceeds from the 
     sale of the Registrable Stock sold by such Holder under such 
     registration statement bears to the total net proceeds from the sale of 
     all securities sold thereunder, but not in any event to exceed the net 
     proceeds received by such Holder from the sale of Registrable Stock 
     covered by such registration statement.

          (c)  Promptly after receipt by an indemnified party under this 
     Section 10 of notice of the commencement of any action, such indemnified 
     party shall, if a claim in respect thereof is to be made against any 
     indemnifying party under this Section 10, notify the indemnifying party 
     in writing of the commencement thereof and the indemnifying party shall 
     have the right to participate in and assume the defense thereof with 
     counsel selected by the indemnifying party and reasonably satisfactory 
     to the indemnified party; PROVIDED, HOWEVER, that an indemnified party 
     shall have the right to retain its own counsel, with all fees and 
     expenses thereof to be paid by such indemnified party, and to be 
     apprised of all progress in any proceeding the defense of which has been 
     assumed by the indemnifying party.  The failure to notify an 
     indemnifying party promptly of the commencement of any such action, if 
     and to the extent prejudicial to its ability to defend such action, 
     shall relieve such indemnifying party of any liability to the 
     indemnified party under this Section, but the omission so to notify the 
     indemnifying party will not relieve it of any liability that it may have 
     to any indemnified party otherwise than under this Section.

          (d)  To the extent any indemnification by an indemnifying party is 
     prohibited or limited by law, the indemnifying party, in lieu of 
     indemnifying such indemnified party, shall contribute to the amount paid 
     or payable by such indemnified party as a result of such losses, claims, 
     damages or liabilities in such proportion as is appropriate to reflect 
     the relative fault of the indemnifying party and indemnified party in 
     connection with the actions which resulted in such losses, claims, 
     damages or liabilities, as well as any other relevant equitable 
     considerations.  The relative fault of such indemnifying party and 
     indemnified party shall be determined by reference to, among other 
     things, whether any action in question, including any untrue or alleged 
     untrue statement of material fact or omission or alleged omission to 
     state a material fact, has been made by, or relates to information 
     supplied by, such indemnifying party or indemnified party, and the


                                        13



     parties' relative intent, knowledge, access to information and 
     opportunity to correct or prevent such action.  The amount paid or 
     payable by a party as a result of the losses, claims, damages or 
     liabilities referred to above shall be deemed to include any legal or 
     other fees or expenses reasonably incurred by such party in connection 
     with any investigation or proceeding.

               The parties hereto agree that it would not be just and 
     equitable if contribution pursuant to this Section 10(d) were determined 
     by pro rata allocation or by any other method of allocation which does 
     not take account of the equitable considerations referred to in the 
     immediately preceding paragraph.  No person guilty of fraudulent 
     misrepresentation (within the meaning of Section 11(f) of the Securities 
     Act) shall be entitled to contribution from any person who was not 
     guilty of such fraudulent misrepresentation.

          11.  Transfer of Registration Rights.  The registration rights of 
any Holder under this Agreement with respect to any Registrable Stock may be 
transferred to (a) any transferee of such Registrable Stock who at any time 
acquires at least twenty per cent (20%) of such Holder's shares of 
Registrable Stock (adjusted for stock splits and stock consolidations after 
the effective date of this Agreement) or (b) any Affiliate of such Holder; 
PROVIDED, HOWEVER, that (i) the transferring Holder shall give the Company 
written notice at or prior to the time of such transfer stating the name and 
address of the transferee and identifying the securities with respect to 
which the rights under this Agreement are being transferred; (ii) such 
transferee shall agree in writing, in form and substance reasonably 
satisfactory to the Company, to be bound as a Holder by the provisions of 
this Agreement; and (iii) immediately following such transfer the further 
disposition of such securities by such transferee is restricted under the 
Securities Act.  Except as set forth in this Section 11, no transfer of 
Registrable Stock shall cause such Registrable Stock to lose such status.

          12.  Securities Held by the Company or its Affiliates.  Whenever 
the consent or approval of Holders of a specified percentage of Registrable 
Stock is required hereunder, Registrable Stock held by the Company or its 
affiliates (as such term is defined in Rule 405 under the Securities Act) 
(other than the Trusts) shall not be counted in determining whether such 
consent or approval was given by the Holders of such required percentage.

          13.  Successors and Assigns.  Subject to Section 11, the terms and 
conditions of this Agreement shall inure to the benefit of and be binding 
upon the respective successors and assigns of the parties hereto.  Except as 
expressly provided in this Agreement, nothing in this Agreement, express or 
implied, is intended to confer upon any person other than the parties hereto 
or their respective successors and assigns any rights, remedies, obligations, 
or liabilities under or by reason of this Agreement.

          14.  Governing Law.  This Agreement shall be governed by and 
construed in accordance with the laws of the State of New York.


                                       14



          15.  Counterparts.  This Agreement may be executed in two or more 
counterparts, each of which shall be deemed an original, but all of which 
together shall constitute one and the same instrument.

          16.  Titles.  The titles of the Sections of this Agreement are used 
for convenience only and are not to be considered in construing or 
interpreting this Agreement.

          17.  Notices.  Any notice required or permitted under this 
Agreement shall be in writing and shall be delivered in person or mailed by 
certified or registered mail, return receipt requested, or faxed to (a) the 
Company at the address set forth below its signature hereof, (b) to each 
Holder at the address set forth below its signature hereof or (c) to a Holder 
at the address therefor as set forth in the Company's records or, in any such 
case, at such other address or addresses as shall have been furnished in 
writing by such party to the others.  The giving of any notice required 
hereunder may be waived in writing by the parties hereto.  Every notice or 
other communication hereunder shall be deemed to have been duly given or 
served on the date on which personally delivered, or on the date actually 
received, if sent by mail or fax, with receipt acknowledged.

          18.  Amendments and Waivers.  Any provision of this Agreement may 
be amended and the observance of any provision of this Agreement may be 
waived (either generally or in a particular instance and either retroactively 
or prospectively), only with the written consent of the Company and each 
Holder of Registrable Stock.  Any amendment or waiver effected in accordance 
with this Section 17 shall be binding upon each Holder of Registrable 
Securities, each future Holder and the Company.

          19.  Severability.  If one or more provisions of this Agreement are 
held to be unenforceable under applicable law, such provisions shall be 
excluded from this Agreement and the balance of this Agreement shall be 
interpreted as if such provisions were so excluded and shall be enforceable 
in accordance with its terms.

          20.  Entire Agreement.  All prior agreements of the parties 
concerning the subject matter of this Agreement are expressly superseded by 
this Agreement.  This Agreement contains the entire Agreement of the parties 
concerning the subject matter hereof.  Any oral representations or 
modifications of this Agreement shall be of no effect.

                   [Signature pages follow]

     IN WITNESS WHEREOF, the parties hereto have executed this Agreement as of
the date first above written.

                              GUESS ?, INC.

                              By:   /s/ ROGER A. WILLIAMS
                              Name: Roger A. Williams



                                       15





                                       Title:   Executive Vice President and
                                                Chief Financial Officer

                                     1444 South Alameda Street
                                     Los Angeles, California  90021

14,480,153 shares of Common Stock    MAURICE MARCIANO TRUST
                                     (1995 RESTATEMENT)

                                     By:   /s/ MAURICE MARCIANO
                                           Maurice Marciano
                                           Trustee

                                     c/o Guess ?, Inc.
                                     1444 South Alameda Street
                                     Los Angeles, California  90021

11,633,149 shares of Common Stock    PAUL MARCIANO TRUST
                                     DATED FEBRUARY 20, 1986

                                     By:   /s/ PAUL MARCIANO
                                     Paul Marciano
                                     Trustee

                                     c/o Guess ?, Inc.
                                     1444 South Alameda Street
                                     Los Angeles, California  90021




                                       16



5,913,437 shares of Common Stock     ARMAND MARCIANO TRUST
                                     DATED FEBRUARY 20, 1986

                                     By:   /s/ ARMAND MARCIANO
                                          Armand Marciano
                                          Trustee

                                     c/o Guess ?, Inc.
                                     1444 South Alameda Street
                                     Los Angeles, California  90021

1,728,276 shares of Common Stock     MAURICE MARCIANO 1996 GRANTOR
                                     RETAINED ANNUITY TRUST

                                     By:   /s/ PAUL MARCIANO
                                           Paul Marciano
                                           Co-Trustee

                                     By:   /s/ GARY W. HAMPAR
                                           Gary W. Hampar
                                           Co-Trustee

                                     c/o Guess ?, Inc.
                                     1444 South Alameda Street
                                     Los Angeles, California  90021

1,212,149 shares of Common Stock     PAUL MARCIANO 1996 GRANTOR
                                     RETAINED ANNUITY TRUST

                                     By:   /s/ MAURICE MARCIANO
                                           Maurice Marciano
                                           Co-Trustee

                                     By:   /s/ JOSEPH H. SUGERMAN
                                           Joseph H. Sugerman
                                           Co-Trustee

                                     c/o Guess ?, Inc.
                                     1444 South Alameda Street
                                     Los Angeles, California  90021

714,655 shares of Common Stock       ARMAND MARCIANO 1996 GRANTOR
                                     RETAINED ANNUITY TRUST

                                     By:   /s/ MAURICE MARCIANO
                                           Maurice Marciano
                                           Co-Trustee

                                     By:   /s/ MARC E. PETAS


                                       17



                                           Marc E. Petas
                                           Co-Trustee

                                     c/o Guess ?, Inc.
                                     1444 South Alameda Street
                                     Los Angeles, California  90021

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                                       18