Guess Jeans, the newly launched Gen Z-focused brand by Nicolai Marciano, has landed in the heart of Europe’s denim scene.

The Los Angeles-based label opened its first store this week in Amsterdam, providing a preview into what Guess Jeans looks like in a physical space. More flagships are planned this year for Tokyo and Los Angeles.

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Marciano unveiled the Guess Jeans label earlier this year at Pitti Uomo. The brand incorporates designs from the 1980s with sustainable components and denim finishing technologies, including Guess Airwash, a technology with Jeanologia that uses air and bubbles instead of water and coarse pumice stones for its stonewashed denim.

For the opening, Guess Jeans re-created the immersive experience it debuted at Pitti Uomo, which explored Guess’s past and impact in denim. Guests can also get a behind-the-scenes look at the Guess Airwash technology with Jeanolgia’s G2 machines in action.

This focus on sustainability is applied to the store’s design. “Sustainable, interesting, and honest materials are at the very core of the Guess Jeans store design strategy,” the company stated.

The Amsterdam store utilizes bricks made of recycled waste from the marble industry that are produced without the use of gas. It also features exposed fiberboard furniture, cork and a variety of other sustainable furnishings.

Other elements pay homage to L.A. and Amsterdam. A combination of materials, plants and lights nod to the brand’s Southern Californian roots. The store’s blue tiling is a reference to Delfts Blauw. The store will also feature a curation of art pieces sourced from local artists and globally established names. The brand said each new Guess Jeans store will incorporate elements from the local area.

The store also features a Jeanologia laser machine for customization.

Last week, the brand unveiled its first campaign starring model Iris Law, the daughter of actors Jude Law and Sadie Frost.