GUESS INC ET AL/CA/
S-3, 1997-10-21
WOMEN'S, MISSES', CHILDREN'S & INFANTS' UNDERGARMENTS
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   AS FILED WITH THE SECURITIES AND EXCHANGE COMMISSION ON OCTOBER 21, 1997
                                                  REGISTRATION NO. 333-  

                      SECURITIES AND EXCHANGE COMMISSION
                            Washington, D.C. 20549
                                _______________

                                   FORM S-3
                            REGISTRATION STATEMENT
                                     under
                          The Securities Act of 1933

                                 GUESS ?, INC.
            (Exact name of Registrant as specified in its charter)

            DELAWARE                2345              95-3679695
        (State or other      (Primary Standard     (I.R.S. Employer
        jurisdiction of          Industrial       Identification No.)
        incorporation or    Classification Code
         organization)            Number)

                         1444 SOUTH ALAMEDA STREET
                       LOS ANGELES, CALIFORNIA 90021
                               (213) 765-3100
       (Address, including zip code, and telephone number, including
           area code, of Registrant's principal executive offices)

                              GLENN A. WEINMAN
                              GENERAL COUNSEL
                               GUESS ?, INC.
                         1444 SOUTH ALAMEDA STREET
                       LOS ANGELES, CALIFORNIA 90021
                               (213) 765-3100
         (Name, address, including zip code, and telephone number, 
                 including area code, of agent for service)

                                 Copies to:

          JEFFREY H. COHEN, ESQ.        CHRISTOPHER A. SEEGER, ESQ.
      SKADDEN, ARPS, SLATE, MEAGHER &        WEISSMAN & SEEGER
                 FLOM LLP             575 LEXINGTON AVENUE, 31ST FLOOR
       300 SOUTH GRAND AVENUE,            NEW YORK, NEW YORK  10022
               SUITE 3400
      LOS ANGELES, CALIFORNIA  90071

           APPROXIMATE DATE OF COMMENCEMENT OF PROPOSED SALE OF THE
                          SECURITIES TO THE PUBLIC:
    FROM TIME TO TIME AFTER THIS REGISTRATION STATEMENT BECOMES EFFECTIVE.

          If the only securities being registered on this Form are
     being offered pursuant to dividend or interest reinvestment
     plans, please check the following box.  ( ) 

          If any of the securities being registered on this Form are
     to be offered on a delayed or continuous basis pursuant to Rule
     415 under the Securities Act of 1933, check the following box.  (X)

          If this Form is filed to register additional securities for
     an offering pursuant to Rule 462(b), under the Securities Act,
     please check the following box and list the Securities Act
     registration statement number of the earlier effective
     registration statement for the same offering.   ( ) 

          If this Form is a post-effective amendment filed pursuant to
     Rule 462(c) under the Securities Act, check the following box and
     list the Securities Act registration statement number of the
     earlier effective registration statement for the same offering. ( )

          If delivery of prospectus is expected to be made pursuant to
     Rule 434, please check the following box. ( )

<TABLE>
<CAPTION>

                                  CALCULATION OF REGISTRATION FEE
  ====================================================================================================
                                                   PROPOSED     
                                                    MAXIMUM     PROPOSED MAXIMUM                      
  TITLE OF EACH CLASS OF            AMOUNT TO    OFFERING PRICE     AGGREGATE            AMOUNT OF    
  SECURITIES TO BE REGISTERED     BE REGISTERED    PER UNIT (1) OFFERING PRICE (1)   REGISTRATION FEE 
  ====================================================================================================
<S>             <C>                  <C>             <C>            <C>                    <C> 
  Common Stock, $0.01 par value .    216,216         $9.375         $2,027,025             $615
</TABLE>
 

     (1)  Estimated solely for the purpose of calculating the
     registration fee in accordance with Rule 457(c) and based on the
     average of the high and low prices on October 17, 1997 as
     reported on the New York Stock Exchange.

                            _____________________

               THE REGISTRANT HEREBY AMENDS THIS REGISTRATION
     STATEMENT ON SUCH DATE OR DATES AS MAY BE NECESSARY TO DELAY ITS
     EFFECTIVE DATE UNTIL THE REGISTRANT SHALL FILE A FURTHER
     AMENDMENT WHICH SPECIFICALLY STATES THAT THIS REGISTRATION
     STATEMENT SHALL THEREAFTER BECOME EFFECTIVE IN ACCORDANCE WITH
     SECTION 8(A) OF THE SECURITIES ACT OF 1933 OR UNTIL THE
     REGISTRATION STATEMENT SHALL BECOME EFFECTIVE ON SUCH DATE AS
     THE COMMISSION, ACTING PURSUANT TO SAID SECTION 8(A), MAY
     DETERMINE.


     PROSPECTUS

                                216,216 Shares

                                 GUESS ?, INC.

                                 Common Stock

                                  ___________

          All of the 216,216 shares (the "Offered Shares") of Common
     Stock, par value $.01 per share (the "Common Stock"), of Guess ?,
     Inc., a Delaware corporation (the "Company" or "Guess"), offered
     hereby being offered by the Selling Stockholder (as defined). 
     See "The Selling Stockholder."  The Common Stock is traded on the
     New York Stock Exchange (the "NYSE") under the symbol "GES." 
     The Offered Shares have been listed on the NYSE.

          The Company will not receive any proceeds from the sale of
     the Offered Shares.

          The Offered Shares will be sold either directly by the
     Selling Stockholder, or by persons who became a Holder (as such
     term is defined in the Registration Rights Agreement (as
     defined)), or through underwriters, brokers, dealers or agents. 
     At the time any particular offer of Offered Shares is made, if
     and to the extent required, the specific number of Offered Shares
     offered, the offering price and the other terms of the offering,
     including the names of any underwriters, brokers, dealers or
     agents involved in the offering and the compensation, if any, of
     such underwriters, brokers, dealers or agents, will be set forth
     in a supplement to this Prospectus (a "Prospectus Supplement"). 
     Any statement contained in this Prospectus will be deemed to be
     modified or superseded by any inconsistent statement contained in
     any Prospectus Supplement delivered herewith.

          SEE "RISK FACTORS" BEGINNING ON PAGE 2 FOR A DISCUSSION OF
     CERTAIN FACTORS THAT SHOULD BE CONSIDERED BY PROSPECTIVE
     PURCHASERS OF THE OFFERED SHARES.

                                  ___________

     THESE SECURITIES HAVE NOT BEEN APPROVED OR DISAPPROVED BY THE
     SECURITIES AND EXCHANGE COMMISSION OR ANY STATE SECURITIES
     COMMISSION, NOR HAS THE SECURITIES AND EXCHANGE COMMISSION OR ANY
     STATE SECURITIES COMMISSION PASSED UPON THE ACCURACY OR ADEQUACY
     OF THIS PROSPECTUS. ANY REPRESENTATION TO THE CONTRARY IS A
     CRIMINAL OFFENSE.

                                ___________

     The date of this Prospectus is October 21, 1997.


     THE COMPANY

          Guess ?, Inc. (the "Company" or "Guess"), founded in 1981 by
     the Marciano brothers, designs, markets, distributes and licenses
     one of the world's leading lifestyle collections of casual
     apparel, accessories and related consumer products. The Company's
     apparel for men and women is marketed under numerous trademarks,
     including Guess, Guess?, Guess U.S.A., Guess? and Triangle Design
     and Guess Collection. The lines include full collections of denim
     and cotton clothing, including jeans, pants, overalls, skirts,
     dresses, shorts, blouses, shirts, jackets and knitwear. In
     addition, the Company has granted licenses to manufacture and
     distribute a broad range of products that complement the
     Company's apparel lines, including watches, clothing for infants
     and children, eyewear, footwear, activewear, home products and
     other fashion accessories.  The Company derives its net revenues
     from the sale of Guess men's and women's apparel worldwide to
     wholesale customers and distributors, from the sale of Guess
     men's and women's apparel and its licensees' products through the
     Company's network of retail and factory outlet stores located
     primarily in the United States and from net royalties from
     worldwide licensing activities.  The Company generates net
     revenue from wholesale and retail operations and licensing
     activities.  The Company's executive offices are located at 1444
     South Alameda Street, Los Angeles, California 90021 and its
     telephone number is (213) 765-3100.

     RISK FACTORS

          PROSPECTIVE PURCHASERS OF THE OFFERED SHARES SHOULD CONSIDER
     CAREFULLY THE FACTORS SET FORTH BELOW, AS WELL AS ALL OF THE
     OTHER INFORMATION SET FORTH IN THIS PROSPECTUS AND IN THE
     DOCUMENTS INCORPORATED HEREIN BY REFERENCE, IN EVALUATING AN
     INVESTMENT IN THE COMMON STOCK. THIS PROSPECTUS AND THE DOCUMENTS
     INCORPORATED HEREBY BY REFERENCE CONTAIN FORWARD-LOOKING
     STATEMENTS WHICH INVOLVE RISKS AND UNCERTAINTIES. THE COMPANY'S
     ACTUAL RESULTS AND THE TIMING OF CERTAIN EVENTS COULD DIFFER
     MATERIALLY FROM THOSE ANTICIPATED BY SUCH FORWARD-LOOKING
     STATEMENTS AS A RESULT OF CERTAIN FACTORS DISCUSSED IN THIS
     PROSPECTUS AND THE DOCUMENTS INCORPORATED HEREIN BY REFERENCE,
     INCLUDING THE FACTORS SET FORTH BELOW AND IN "MANAGEMENT'S
     DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF
     OPERATIONS" AND "BUSINESS" IN THE DOCUMENTS INCORPORATED HEREIN
     BY REFERENCE, AS WELL AS THOSE DISCUSSED ELSEWHERE IN THIS
     PROSPECTUS AND THE DOCUMENTS INCORPORATED HEREIN BY REFERENCE.

     COMPETITION AND OTHER FACTORS AFFECTING THE APPAREL AND RETAILING
     INDUSTRIES

          The apparel industry is highly competitive and fragmented
     and is subject to rapidly changing consumer demands and
     preferences. The Company believes that its success depends in
     large part upon its ability to anticipate, gauge and respond to
     changing consumer demands and fashion trends in a timely manner
     and upon the continued appeal to consumers of the Guess image.
     Failure by the Company to identify and respond appropriately to
     changing consumer demands and fashion trends could adversely
     affect consumer acceptance of Guess products and may have a
     material adverse effect on the Company's financial condition and
     results of operations. Guess competes with numerous apparel
     manufacturers and distributors and several well-known designers
     which have recently entered or re-entered the designer denim
     market, some of whom offer products generally priced lower than
     the Company's designer jeans products. Guess's retail and factory
     outlet stores face competition from other retailers.
     Additionally, the Company encounters substantial competition from
     department stores, including some of the Company's major
     wholesale customers. Many of the Company's competitors have
     greater financial resources than Guess. The Company's licensed
     apparel and accessories also compete with a substantial number of
     designer and non-designer lines and various other well-known
     brands. Although the level and nature of competition differ among
     its product categories, Guess believes that it competes primarily
     on the basis of its brand image, quality of design, workmanship
     and product assortment. Increased competition by existing and
     future competitors could result in reductions in sales or prices
     of Guess products that could have a material adverse effect on
     the Company's financial condition and results of operations. In
     addition, the apparel industry historically has been subject to
     substantial cyclical variations, and a recession in the general
     economy or uncertainties regarding future economic prospects that
     affect consumer spending habits could have a material adverse
     effect on the Company's financial condition and results of
     operations.

     DEPENDENCE UPON CERTAIN CUSTOMERS AND LICENSEES

          The Company's department store customers include major
     United States retailers. The Company's three largest customers
     accounted for approximately 21.2% of net revenue in 1996. During
     1996, Bloomingdale's, Macy's and other affiliated stores owned by
     Federated Department Stores together accounted for approximately
     8.6% of the Company's net revenue; The May Company accounted for
     approximately 6.7% of the Company's net revenue; and Dillard's
     stores accounted for approximately 5.9% of the Company's net
     revenue. Although several of the Company's department store
     customers are under common ownership, no other single customer or
     group of related customers accounted for more than 8.6% of the
     Company's net revenue in this period. While the Company believes
     that purchasing decisions in many cases are made independently by
     each department store chain under common ownership, the trend may
     be toward more centralized purchasing decisions. A decision by
     the controlling owner of a group of department stores or any
     other significant customer to decrease the amount purchased from
     the Company or to cease carrying Guess products could have a
     material adverse effect on the Company's financial condition and
     results of operations. The retail industry has periodically
     experienced consolidation and other ownership changes. In the
     future, the Company's wholesale customers may consolidate,
     undergo restructurings or reorganizations, or realign these
     affiliations, any of which could decrease the number of stores
     that carry the Company's or its licensees' products or increase
     the ownership concentration within the retail industry.
     Approximately 45% of the Company's net royalties in 1996 was
     derived from its top four licensed product lines, Guess Watches
     (17% of 1996 net royalties), Baby Guess (11%), Guess Kids (10%)
     and Guess Eyewear (7%). The Baby Guess and Guess Kids lines are
     licensed to the same entity. A substantial portion of sales of
     Guess brand products by its licensees are also made to the
     Company's three largest customers. The inability of the Company
     to control the quality, focus, image or distribution of its
     licensed products could impact consumer receptivity to the
     Company's products generally and, therefore, adversely affect the
     Company's financial condition and results of operations.

     RISKS ASSOCIATED WITH ACHIEVING AND MANAGING GROWTH

          To manage growth effectively, Guess will be required to
     continue to implement changes in certain aspects of its business,
     continue to expand its information systems and operations to
     respond to increased demand, attract and retain qualified
     personnel (including management), and develop, train and manage
     an increasing number of management-level and other employees.
     Failure to continue to enhance operating control systems or
     unexpected difficulties encountered during expansion could
     adversely affect the Company's financial condition and results of
     operations.

          As part of its operating strategy, Guess intends to continue
     to expand its network of retail stores. Factors beyond the
     Company's control may affect the Company's ability to expand,
     including general economic and business conditions affecting
     consumer spending. The actual number and type of such stores to
     be opened and their success will depend on various factors,
     including the performance of the Company's wholesale and retail
     operations, the acceptance by consumers of the Company's retail
     concepts, the ability of the Company to manage such expansion and
     hire and train personnel, the availability of desirable locations
     and the negotiation of acceptable lease terms for new locations.
     Certain of these factors are also beyond the Company's control.

          In addition, Guess's strategy relies heavily upon its
     ability to align itself with effective distributors and licensees
     that are able to deliver high-quality products consistent with
     the Guess brand image in a timely fashion and to successfully
     integrate such distributors and licensees into its global
     distribution channels. A general failure by the Company to
     maintain and control its existing distribution and licensing
     arrangements or to procure additional distribution and licensing
     relationships could adversely affect the Company's growth
     strategy, which could adversely affect the Company's financial
     condition and results of operations.

          The Company's strategic plan for its wholesale division
     depends in part on its ability to expand its sales to
     international distributors, deepen its product offerings and
     expand and upgrade its shop-in-shop program. This strategy is
     subject to a number of factors beyond the Company's control
     including general economic conditions and changing consumer
     preferences.  There can be no assurance that the Company's
     business strategy will be successful in halting or reversing this
     decline in net revenue.  

     DEPENDENCE UPON KEY PERSONNEL

          The success of Guess is largely dependent upon the personal
     efforts and abilities of its senior management, particularly
     Mr. Maurice Marciano, Chairman of the Board and Chief Executive
     Officer, Mr. Paul Marciano, President and Chief Operating
     Officer, and Mr. Armand Marciano, Senior Executive Vice President
     and Secretary (the "Principal Executive Officers").  Maurice,
     Paul and Armand Marciano beneficially own an aggregate of
     approximately 82.9% of the Company's outstanding Common Stock. 
     Although the Company has recently recruited several key
     executives with substantial industry expertise, the extended loss
     of the services of one or more of the Principal Executive
     Officers could have a material adverse effect on the Company's
     operations. The Company does not currently have "key man"
     insurance with respect to any of such individuals.

     FOREIGN OPERATIONS AND SOURCING; IMPORT RESTRICTIONS

          During 1996, approximately 20% of the Company's purchases of
     raw materials, labor and finished goods for its apparel were made
     in Hong Kong and other Asian countries;  approximately 17% were
     made elsewhere outside the United States; and the balance of 63%
     were made in the United States, all through arrangements with
     independent contractors. As part of the Company's ongoing review
     of its internal manufacturing capacity, operational effectiveness
     and alternative sourcing opportunities, during 1996 the Company
     reduced its reliance on domestic contractors and expanded its
     utilization of offshore manufacturing as a cost-effective means
     to produce its products.  In recent years, Guess has been
     increasing its sourcing of fabrics outside of the United States.
     In addition, Guess has been increasing its international sales
     and, in 1996, approximately 12.1% and 6.9% of the Company's net
     revenue was from product sales to customers in international
     markets and from net royalties paid by international licensees,
     respectively. As a result, the Company's operations may be
     affected adversely by political instability resulting in the
     disruption of trade with the countries in which the Company's
     contractors, suppliers or customers are located, the imposition
     of additional regulations relating to imports, the imposition of
     additional duties, taxes and other charges on imports,
     significant fluctuations in the value of the dollar against
     foreign currencies or restrictions on the transfer of funds. The
     inability of a contractor to ship orders in a timely manner could
     cause the Company to miss the delivery date requirements of its
     customers for those items, which could result in cancellation of
     orders, refusal to accept deliveries or a reduction in sales
     prices. Further, since Guess is unable to return merchandise to
     its suppliers, it could be faced with a significant amount of
     unsold merchandise, which could have a material adverse effect on
     the Company's financial condition and results of operations.

          Sovereignty over Hong Kong was transferred from the United
     Kingdom to The People's Republic of China effective July 1, 1997.
     If the business climate in Hong Kong were to experience an
     adverse change as a result of the transfer, the Company believes
     it could relocate its production and sourcing facilities outside
     Hong Kong and replace the merchandise currently produced in Hong
     Kong with merchandise produced elsewhere without a material
     adverse effect on the Company's financial condition or results of
     operations. Nevertheless, there can be no assurance that the
     Company would be able to do so.

          The Company's import operations are subject to constraints
     imposed by bilateral textile agreements between the United States
     and a number of foreign countries, including Hong Kong, China,
     Taiwan and South Korea. These agreements, which have been
     negotiated bilaterally either under the framework established by
     the Arrangement Regarding International Trade in Textiles, known
     as the Multifiber Agreement, or other applicable statutes, impose
     quotas on the amounts and types of merchandise which may be
     imported into the United States from these countries. These
     agreements also allow the United States to impose restraints at
     any time and on very short notice on the importation of
     categories of merchandise that, under the terms of the
     agreements, are not currently subject to specified limits.
     Imported products are also subject to United States customs
     duties which comprise a material portion of the cost of the
     merchandise. A substantial increase in customs duties could have
     an adverse effect on the Company's financial condition or results
     of operations. The United States and the countries in which the
     Company's products are produced or sold may, from time to time,
     impose new quotas, duties, tariffs or other restrictions, or
     adversely adjust prevailing quota, duty or tariff levels, any of
     which could have a material adverse effect on the Company's
     financial condition or results of operations.

     DEPENDENCE ON UNAFFILIATED MANUFACTURERS

          The Company does not own or operate any manufacturing
     facilities other than cutting, silk-screen and embroidery
     machinery and is therefore dependent upon independent contractors
     for the manufacture of its products. The Company's products are
     manufactured to its specifications by both domestic and
     international manufacturers. The inability of a manufacturer to
     ship the Company's products in a timely manner or to meet the
     Company's quality standards could adversely affect the Company's
     ability to deliver products to its customers in a timely manner.
     Delays in delivery could result in missing certain retailing
     seasons with respect to some or all of the Company's products or
     could otherwise have an adverse effect on the Company's financial
     condition and results of operations. The Company does not have
     long-term contracts with any manufacturers.

          On August 7, 1996, a class action complaint naming the
     Company and certain of its independent contractors was filed in
     the Superior Court of the State of California for the County of
     Los Angeles, titled as BRENDA FIGUEROA ET. AL. V. GUESS ?, INC.
     ET. AL. (Case No. BC 155 165) (the "State Case").  The State Case
     was remanded the United State District Court for the Central
     District of California (Case No. 96-5484HLH (JGX)) (the "Federal
     Case").  Both cases sought damages and injunctive relief, and
     alleged, among other things, that the defendants' practices with
     respect to the employees of such independent contractors have
     violated various federal and state labor laws and regulations.
     Certain components of the complaint have been remanded back to
     State Court, resulting in two litigation cases.  In the Federal
     Case, plaintiffs claimed that the Company's independent
     contractors violated the Federal Fair labor Standards Act
     ("FLSA") by failing to pay minimum wage and overtime in
     accordance with the FLSA.  On July 14, 1997, the Federal Court
     dismissed the entirety of the Federal Case but for one plaintiff,
     and dismissal of the remainder of the case is anticipated.  In
     the State Case, also a purported class action, plaintiffs assert
     claims for violation of state wage and hour laws, wrongful
     discharge, breach of contract, and certain counts of negligence
     arising out of the Company's relationship with its independent
     contractors and actions taken by the Company's independent
     contractors with respect to the employees of such independent
     contractors.  In the State Case, plaintiffs also allege that the
     Company breached its agreement with the United States Department
     of Labor regarding the monitoring of its independent contractors.
     Plaintiffs contend that the Company is liable for its
     contractors' violations because it is a "joint employer" with its
     independent contractors.

          The Union of Needletrades, Industrial & Textile Employees
     ("UNITE") has filed with the National Labor Relations Board
     ("NLRB") several charges that the Company has engaged and is
     engaging in unfair labor practices within the meaning of the
     National Labor Relations Act ("NLRA").  In cases No. 2l-CA-31524,
     No. 2l-CA-3l565 and No. 21-CA-3l648, UNITE has alleged that the
     senior management of the Company unlawfully discharged certain
     employees because of certain union activities and unlawfully
     threatened and coerced employees in the exercise of their rights
     under Section 7 of the NLRA.  In an agreement with the NLRB, the
     Company agreed to reinstate all of the employees allegedly
     unlawfully discharged because of their union activities and
     agreed to pay them back wages which aggregate approximately
     $70,000.  The settlement also provides for the posting of a
     notice for 60 days at the Company stating that the matter has
     been settled and that the Company agrees to comply with the NLRA.
     The notice has a non-admission clause concerning liability. 
     Prior to the payment of the back wages, UNITE filed an additional
     unfair labor practice charge with the NLRB (No. 2l-CA-3l807).  In
     this charge, UNITE alleges that the Company has unlawfully
     threatened to move its production to Mexico and elsewhere outside
     the United States thus unlawfully interfering with the organizing
     campaign at the Company's headquarters, and has unlawfully ceased
     doing business with independent contractors at which ongoing
     union organizing campaigns are being conducted. This charge also
     alleges that the Company has violated the settlement agreement in
     cases No. 21-CA-31524, No. 21-CA-31565 and No. 21-CA-31648 by
     making such threats.  Charge No. 21-CA-31807 is currently under
     investigation by the NLRB, however the General Counsel of the
     NLRB has indicated to the Company that the NLRB intends to issue
     a complaint in this case.  The Company has been informed by the
     NLRB that the NLRB is evaluating several legal theories on which
     to bring the complaint including, but not limited to, the theory
     that the Company is a joint employer. The NLRB has also indicated
     that in the absence of a "joint employer" finding, the complaint
     may be brought on a theory that the Company has violated the NLRA
     by terminating contractual relationships with certain contractors
     and/or providing a lesser amount of work to certain contractors
     based on the contractors being subject to union organizing
     efforts by UNITE. The NLRB has also indicated the possibility of
     pursuing a theory that the Company is involved in an integrated
     production effort with its contractors and is therefore liable
     for the loss of contractor employee jobs.

          Pending a decision by the NLRB regarding the allegation that
     the Company breached the settlement agreement reached in cases
     No. 21-CA-31524, No. 21-CA-31565 and No. 21-CA-31648, the Company
     has withheld paying the approximately $70,000 in back wages
     agreed to in its above described settlement with the NLRB and has
     not posted notice of the settlement agreement.  The subject
     employees, however, have been reinstated and continue to be
     employed by the Company.

          In addition to the above cases, UNITE has filed a series of
     unfair labor practice charges against the Company and related
     parties.  In Case No. 31-CA-22380, UNITE is seeking fees and
     costs for having to defend certain causes of actions filed
     against UNITE by the Company.  On June 19, 1997 (No. 21-CA-
     32106), UNITE filed with the NLRB charges that the Company, one
     of the Company's independent contractors, the law firm of
     Mitchell Silberberg & Knupp and certain employees of the Company
     and Mitchell, Silberberg & Knupp, acting in concert with each
     other, interfered with the employees of the independent
     contractors in the exercise of such employees' Section 7 rights
     under the NLRA respecting the enforcement of wage and hour laws.
     In another action filed on June 30, 1997 (No. 21-CA-3213I), UNITE
     filed with the NLRB charges alleging that the Company and its
     President, Paul Marciano, have restrained, coerced, and
     interfered with the Company's employees rights under Section 7 of
     the NLRA by engaging in certain unlawful conduct including,
     without limitation: (a) breaching the Settlement Agreement in
     cases 21-CA-31524, 21-CA-31565 and 21-CA-31648; (b) organizing
     anti-union demonstrations; and (c) bestowing certain benefits to
     Company supporters while denying similar benefits to UNITE
     supporters.  The Company believes that the outcome of one or more
     of the above cases could have a material adverse effect on the
     Company's financial condition and results of operations, however
     the Company is currently unable to predict the outcome of any
     particular matter.

     PROTECTION OF TRADEMARKS

          Guess believes that its trademarks and other proprietary
     rights are important to its success and its competitive position.
     Accordingly, Guess devotes substantial resources to the
     establishment and protection of its trademarks on a worldwide
     basis. Nevertheless, there can be no assurance that the actions
     taken by the Company to establish and protect its trademarks and
     other proprietary rights will be adequate to prevent imitation of
     its products by others or to prevent others from seeking to block
     sales of Guess products as violative of the trademarks and
     proprietary rights of others. No assurance can be given that
     others will not assert rights in, or ownership of, trademarks and
     other proprietary rights of Guess. In addition, the laws of
     certain foreign countries do not protect proprietary rights to
     the same extent as do the laws of the United States.

     FUTURE SALES BY PRINCIPAL STOCKHOLDERS; SHARES ELIGIBLE FOR
     FUTURE SALE

          The Offered Shares being sold hereby will be freely
     tradeable (other than by an "affiliate" of the Company as such
     term is defined in the Securities Act of 1933, as amended (the
     "Securities Act")) without restriction or registration under the
     Securities Act.  The Principal Stockholders beneficially own
     approximately 82.9% of the outstanding shares of Common Stock.
     The Principal Stockholders are free to sell such shares from time
     to time to take advantage of favorable market conditions or for
     any other reason. Future sales of shares of Common Stock by the
     Company and its stockholders could adversely affect the
     prevailing market price of the Common Stock.  Approximately 36
     million shares of Common Stock are eligible for sale pursuant to
     Rule 144 promulgated under the Securities Act. In addition, the
     Principal Stockholders have rights to demand or participate in
     future registrations of shares of Common Stock under the
     Securities Act. Sales of substantial amounts of Common Stock in
     the public market, or the perception that such sales may occur,
     could have a material adverse effect on the market price of the
     Common Stock. 

     CONTROL BY PRINCIPAL STOCKHOLDERS

          The Principal Stockholders have majority control of the
     Company and the ability to control the election of directors and
     the results of other matters submitted to a vote of stockholders.
     Such concentration of ownership, together with the anti-takeover
     effects of certain provisions in the Delaware General Corporation
     Law and in the Company's Certificate of Incorporation and Bylaws,
     may have the effect of delaying or preventing a change in control
     of the Company.  The Board of Directors of the Company is
     comprised entirely of designees of the Principal Stockholders.

     POSSIBLE VOLATILITY OF STOCK PRICE

          The market price of shares of the Common Stock has been and
     may continue to be volatile.  Factors such as depth and liquidity
     of the market for the Common Stock, investor perceptions of the
     Company, changes in conditions or trends in the Company's
     industry or in the industry of the Company's significant
     customers, publicly traded comparable companies and general
     economic and other conditions could have a significant impact on
     the future price of the Common Stock.

     FORWARD-LOOKING STATEMENTS

          When used in this Prospectus and the documents incorporated
     herein by reference, the words "believes," "anticipates,"
     "expects" and similar expressions are intended to identify, in
     certain circumstances, forward-looking statements. Such
     statements are subject to a number of risks and uncertainties
     that could cause actual results to differ materially from those
     projected, including the risks described in this "Risk Factors"
     section. Given these uncertainties, prospective investors are
     cautioned not to place undue reliance on such statements. The
     Company also undertakes no obligation to update these
     forward-looking statements.

                                USE OF PROCEEDS

          The Company will not receive any of the proceeds from the
     sale of the Offered Shares.  All of the net proceeds from the
     sale of the Offered Shares will for the account of the Selling
     Stockholder or other persons who become Holders.

                                DIVIDEND POLICY

          The Company anticipates that all of its earnings will be
     retained for the foreseeable future for use in the operations of
     the business.  Any future determination as to the payment of
     dividends will be at the discretion of the Company's Board of
     Directors and will depend upon the Company's results of
     operations, financial condition, contractual restrictions and
     other factors deemed relevant by the Board of Directors. The
     agreement governing the Company's revolving credit facility and
     the indenture pursuant to which the certain of the Company's debt
     obligations were issued restrict the payment of dividends by the
     Company. For certain information regarding distributions made by
     the Company in 1994, 1995 and 1996, see the documents
     incorporated herein by reference.

                          THE SELLING STOCKHOLDER

          The Company and Sweatshirt Apparel U.S.A., Inc., a New York
     corporation ("Sweatshirt U.S.A."), Michel Bittan (the "Selling
     Stockholder") and Thomas Glenon entered into an Asset Purchase
     Agreement, dated as of December 6, 1996 (the "Asset Purchase
     Agreement"), pursuant to which the Company issued 216,216 shares
     of Common Stock to Sweatshirt U.S.A. and certain additional
     consideration.  Such shares have subsequently been transferred to
     the Selling Stockholder.  Pursuant to the Asset Purchase
     Agreement, the Company also made and entered into a Registration
     Rights Agreement, as of December 4, 1996 (the "Registration
     Rights Agreement"), with the Selling Stockholder.  Reference is
     made to the full text of the Registration Rights Agreement which
     is an Exhibit to the registration statement of which this
     Prospectus forms a part.  The Selling Stockholder has informed
     the Company that as of the date of this Prospectus the Selling
     Stockholder beneficially owns an aggregate of 276,276 shares of
     Common Stock.  Such holdings constitute less than one percent of
     the outstanding shares of Common Stock as of the date hereof.

                            PLAN OF DISTRIBUTION

          The Selling Stockholder and any Holders may offer Offered
     Shares from time to time depending on market conditions and other
     factors, in one or more transactions on the NYSE or other
     national securities exchanges on which the Common Stock is
     traded, in the over-the-counter market or otherwise, at market
     prices prevailing at the time of sale, at negotiated prices or at
     fixed prices.  The Offered Shares may be offered in any manner
     permitted by law, including through underwriters, brokers,
     dealers or agents, and directly to one or more purchasers.  Sales
     of Offered Shares may involve (i) sales to underwriters who will
     acquire Offered Shares for their own account and resell them in
     one or more transactions at fixed prices or at varying prices
     determined at time of sale, (ii) block transactions in which the
     broker or dealer so engaged will attempt to sell the Offered
     Shares as agent but may position and resell a portion of the
     block as principal to facilitate the transaction, (iii) purchases
     by a broker or dealer as principal and resale by such broker or
     dealer for its account, (iv) an exchange distribution in
     accordance with the rules of any such exchange and (v) ordinary
     brokerage transactions and transactions in which a broker
     solicits purchasers.  Brokers and dealers may receive
     compensation in the form of underwriting discounts, concessions
     or commissions from the Selling Stockholder (or Holders) and/or
     purchasers of Offered Shares for whom they may act as agent
     (which compensation may be in excess of customary commissions). 
     The Selling Stockholder (or Holder) and any broker or dealer that
     participates in the distribution of Offered Shares may be deemed
     to be underwriters and any commissions received by them and any
     profit on the resale of Offered Shares positioned by a broker or
     dealer may be deemed to be underwriting discounts and commissions
     under the Securities Act.  In the event any Selling Stockholder
     (or Holder) engages an underwriter in connection with the sale of
     the Offered Shares, to the extent required, a Prospectus
     Supplement will be distributed, which will set forth the number
     of Offered Shares being offered and the terms of the offering,
     including the names of the underwriters, any discounts,
     commissions and other items constituting compensation to
     underwriters, dealers or agents, the public offering price and
     any discounts, commissions or concessions allowed or reallowed or
     paid by underwriters to dealers.

          In addition, the Selling Stockholder (or any Holder) may
     from time to time sell Offered Shares in transactions under Rule
     144 promulgated under the Securities Act.

          Pursuant to the Registration Rights Agreement, the Company
     agreed to use reasonable efforts to effect the registration of
     the Offered Shares and to permit the resale of the Offered Shares
     in accordance with the Selling Stockholder's intended method or
     methods. The Registration Rights Agreement obligates the Company
     to pay all expenses incurred in connection with registration,
     excluding underwriters' discounts and commissions and the fees
     and disbursements of counsel for the Selling Stockholder, 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, and fees and disbursements of
     counsel for the Company.  The Selling Stockholder will bear and
     pay the underwriting commissions and discounts applicable to
     securities offered for its account in connection with any
     registrations, filings and qualifications made pursuant to the
     Registration Rights Agreement.  The Company agreed in the
     Registration Rights Agreement to indemnify the Selling
     Stockholder against certain liabilities, including liabilities
     under the Securities Act.

                                 LEGAL MATTERS

          The validity of the issuance of the Offered Shares will be
     passed upon for the Company by Glenn A. Weinman, the Company's
     General Counsel.

                                  EXPERTS

          The consolidated financial statements and schedule of the
     Company as of December 31, 1996 and 1995, and for each of the
     years in the three-year period ended December 31, 1996, have been
     incorporated by reference herein and in the registration
     statement in reliance upon the report of KPMG Peat Marwick LLP,
     independent certified public accountants, appearing in the
     Company's Annual Report on Form 10-K for the year ended December
     31, 1996, and upon the authority of said firm as experts in
     accounting and auditing.

                            ADDITIONAL INFORMATION

          The Company is subject to the informational requirements of
     the Securities Exchange Act of 1934, as amended (the "Exchange
     Act"), and, in accordance therewith, files reports and other
     information with the Securities and Exchange Commission (the
     "Commission"). Such reports and other information filed by the
     Company may be inspected without charge at the Commission's
     principal office in Washington, D.C., and at the following
     regional offices of the Commission: Citicorp Center, 500 West
     Madison Street, Suite 1400, Chicago, Illinois 60661-2511 and at
     Seven World Trade Center, Suite 1300, New York, New York 10048.
     Copies of all or any part thereof may be obtained from the Public
     Reference Section, Commission, 450 Fifth Street, N.W.,
     Washington, D.C. 20549 upon payment of the prescribed fees.  The
     Company files reports and other information with the NYSE which
     can also be inspected at the offices of the NYSE, 20 Broad
     Street, New York, New York 10005. In addition, the Commission
     maintains a World Wide Web site on the Internet at
     http://www.sec.gov that contains reports, proxy and information
     statements and other information regarding registrants that file
     electronically with the Commission.

          The Company has filed with the Commission a Registration
     Statement on Form S-3 under the Securities Act with respect to
     the Offered Shares. This Prospectus does not contain all of the
     information set forth in the Registration Statement and the
     exhibits and schedules thereto. For further information with
     respect to the Company, the Offered Shares or the Common Stock,
     reference is made to the Registration Statement, the documents
     incorporated therein by reference and the schedules and exhibits
     constituting a part thereof. Statements contained in this
     Prospectus regarding the contents of any contract or any other
     document are not necessarily complete and, in each instance,
     reference is hereby made to the copy of such contract or other
     document listed as an exhibit to such Registration Statement. The
     Registration Statement, including exhibits thereto, may be
     inspected without charge office of the Commission. Copies of all
     or any part thereof may be obtained upon payment of the
     prescribed fees.

              INCORPORATION OF CERTAIN DOCUMENTS BY REFERENCE 

        The following documents previously filed by the Company with
     the Commission under the Exchange Act are incorporated herein by
     reference: 

        (a) Annual Report on Form 10-K for the year ended December 31,
     1996 (File No. 1-11893); 

        (b) Quarterly Report on Form 10-Q for the quarter ended March
     31, 1997 (File No. 1-11893);

        (c) Quarterly Report on Form 10-Q for the quarter ended June
     30, 1997 (File No. 1-11893); and

        (d) Registration Statement on Form 8-A, relating to the Common
     Stock (File No. 1-11893).

        All documents filed by the Company pursuant to Section 13(a),
     13(c), 14 or 15(d) of the Exchange Act after the date of this
     Prospectus and prior to the termination of the offering of the
     Offered Shares shall be deemed to be incorporated by reference
     into this Prospectus and to be a part hereof from the date of
     filing of such documents. 

        Any statement contained in a document incorporated or deemed
     to be incorporated by reference herein shall be deemed to be
     modified or superseded for purposes hereof to the extent that a
     statement herein (or in any other subsequently filed document
     that is or is deemed to be incorporated by reference herein)
     modifies or supersedes such previous statement. Any statement so
     modified or superseded shall not be deemed to constitute a part
     hereof except as so modified or superseded. 

        This Prospectus incorporates documents by reference that are
     not presented herein or delivered herewith. These documents
     (other than exhibits to such documents, unless such exhibits are
     specifically incorporated by reference herein) are available,
     without charge, upon oral or written request by any person to
     whom this Prospectus has been delivered addressed to the Company,
     1444 South Alameda Street, Los Angeles, California 90021,
     Attention: Investor Relations, telephone number (213) 765-5578. 


     NO DEALER, SALESPERSON OR
     OTHER INDIVIDUAL HAS BEEN
     AUTHORIZED TO GIVE ANY
     INFORMATION OR MAKE ANY
     REPRESENTATIONS NOT CONTAINED
     IN THIS PROSPECTUS IN
     CONNECTION WITH THE OFFERING               216,216 Shares
     COVERED BY THIS PROSPECTUS. IF
     GIVEN OR MADE, SUCH
     INFORMATION OR REPRESENTATIONS
     MUST NOT BE RELIED UPON AS                  GUESS ?, INC.
     HAVING BEEN AUTHORIZED BY THE
     COMPANY OR THE SELLING                      Common Stock
     STOCKHOLDER.  THIS PROSPECTUS
     DOES NOT CONSTITUTE AN OFFER
     TO SELL, OR A SOLICITATION OF
     AN OFFER TO BUY, THE COMMON
     STOCK IN ANY JURISDICTION
     WHERE, OR TO ANY PERSON TO
     WHOM, IT IS UNLAWFUL TO MAKE
     SUCH OFFER OR SOLICITATION.                  PROSPECTUS
     NEITHER THE DELIVERY OF THIS
     PROSPECTUS NOR ANY SALE MADE
     HEREUNDER SHALL, UNDER ANY
     CIRCUMSTANCES, CREATE ANY
     IMPLICATION THAT THERE HAS NOT
     BEEN ANY CHANGE IN THE FACTS
     SET FORTH IN THIS PROSPECTUS
     OR IN THE AFFAIRS OF THE
     COMPANY SINCE THE DATE HEREOF.

                                               
     TABLE OF CONTENTS
                               Page
     The Company   . . . . . . .  2
     Risk Factors  . . . . . . .  2
     Use of Proceeds   . . . . .  8
     Dividend Policy   . . . . .  8
     The Selling Stockholder . .  8
     Plan of Distribution  . . .  9
     Legal Matters   . . . . . . 10
     Experts   . . . . . . . . . 10
     Additional Information  . . 10
     Incorporation of Certain
     Documents by
       Reference . . . . . . . . 10             October 21, 1997


                                  PART II

                   INFORMATION NOT REQUIRED IN PROSPECTUS

     ITEM 13.  OTHER EXPENSES OF ISSUANCE AND DISTRIBUTION.

              SEC registration fee . . . . . . . .    $   615
              Printing and engraving expenses  . .        100
              Accountants' fees and expenses . . .      1,500
              Attorneys' fees and expenses . . . .      7,500
              Transfer agent fees  . . . . . . . .        100
              Miscellaneous  . . . . . . . . . . .      5,185
                                                       ------
                 Total . . . . . . . . . . . . . .     $15,000
                                                       =======

     ITEM 14.  INDEMNIFICATION OF DIRECTORS AND OFFICERS.

          Pursuant to Section 145 of the General Corporation Law of
     the State of Delaware (the "DGCL"), Article IX of the Bylaws of
     the Registrant, which is Exhibit 3.2 to this Registration
     Statement, provides that the Registrant shall indemnify any
     person in connection with any threatened, pending or completed
     legal proceeding (other than a legal proceeding by or in the
     right of the Registrant) by reason of the fact that he is or was
     a director or officer of the Registrant or is or was serving at
     the request of the Registrant as a director, officer, employee or
     agent of another corporation, partnership or other enterprise
     against expenses (including attorneys' fees), judgments, fines
     and amounts paid in settlement actually and reasonably incurred
     in connection with such legal proceeding if he acted in good
     faith and in a manner that he reasonably believed to be in or not
     opposed to the best interests of the Registrant, and, with
     respect to any criminal action or proceeding, if he had no
     reasonable cause to believe that his conduct was unlawful.  If
     the legal proceeding is by or in the right of the Registrant, the
     director or officer may he indemnified by the Registrant against
     expenses (including attorneys' fees) actually and reasonably
     incurred in connection with the defense or settlement of such
     legal proceeding if he acted in good faith and in a manner he
     reasonably believed to be in or not opposed to the best interests
     of the Registrant and except that he may not be indemnified in
     respect of any claim, issue or matter as to which he shall have
     been adjudged to be liable to the Registrant unless a court
     determines otherwise.

          Article IX of the Registrant's Bylaws allows the Registrant
     to maintain director and officer liability insurance on behalf of
     any person who is or was a director or officer of the Registrant
     or such person who serves or served as director, officer,
     employee or agent of another corporation, partnership or other
     enterprise at the request of the Registrant

          Pursuant to Section 102(b)(7) of the DGCL, Article VII of
     the Restated Certificate of Incorporation of the Registrant,
     which is Exhibit 3.1 to this Registration Statement, provides
     that no director of the Registrant shall be personally liable to
     the Registrant or its stockholders for monetary damages for any
     breach of his fiduciary duty as a director; provided, however,
     that such clause shall not apply to any liability of a director
     (1) for any breach of his duty of loyalty to the Registrant or
     its stockholders, (2) for acts or omissions that are not in good
     faith or involve intentional misconduct or a knowing violation of
     the law, (3) under Section 174 of the DGCL, or (4) for any
     transaction from which the director derived an improper personal
     benefit.

     ITEM 15.  RECENT SALES OF UNREGISTERED SECURITIES.

          In connection with the organization of the Registrant in
     August 1993, Armand Marciano purchased 100 shares of common stock
     of the Registrant.  On August 23, 1993, Armand Marciano sold such
     shares to Guess ?, Inc., a California corporation ("Guess
     California"), the Registrant's predecessor.  Thereafter, in
     connection with the merger of Guess California with and into the
     Registrant pursuant to an Agreement and Plan of Merger between
     the Registrant and Guess California, all of the then outstanding
     shares of common stock of the Registrant were cancelled and
     retired, and all of the then outstanding shares of the common
     stock of Guess California were converted into and became shares
     of common stock of the Registrant.  In addition, on August 23,
     1993, Guess California sold $130.0 million principal amount of
     91/2% Senior Subordinated Notes due 2003 (the "Senior Subordinated
     Notes") to Merrill Lynch & Co., Merrill Lynch, Pierce, Fenner &
     Smith, Incorporated ("Merrill Lynch") at 100% of the principal
     amount thereof (less aggregate discounts of $3.25 million).  Each
     of such transactions was exempt from the registration
     requirements of the Securities Act in reliance on Section 4(2) of
     the Securities Act on the basis that such transaction did not
     involve a public offering.  In accordance with the agreement
     pursuant to which Merrill Lynch purchased the Senior Subordinated
     Notes, Merrill Lynch agreed to offer and sell the Senior
     Subordinated Notes only to "qualified institutional buyers" (as
     defined in Rule 144A under the Securities Act), a limited number
     of institutional "accredited investors" (as defined in Rule
     501(a)(1), (2), (3) or (7) under the Securities Act) and pursuant
     to offers and sales that occur outside the United States within
     the meaning of Regulation S under the Securities Act.  Except for
     the transactions referred to above, there have not been any
     recent sales of unregistered securities by the Registrant.  On
     December 4, 1996 the Company sold 216,216 shares of Common Stock
     in a transaction exempt from registration under the Securities
     Act in reliance upon Section 4(2) of the Securities Act on the
     basis that such transaction did not involve a public offering.

     ITEM 16.  EXHIBITS AND FINANCIAL STATEMENT SCHEDULES.

          (a)  Exhibits

          Exhibit
          Number                   Description

         3.1. Restated Certificate of Incorporation of the
              Registrant. (6)

         3.2. Bylaws of the Registrant. (6)

         4.1. Indenture, dated August 23, 1993, between the
              Registrant and First Trust National Association, as
              Trustee. (1)

         4.2. First Supplemental Indenture, dated August 23, 1993,
              between the Registrant and First Trust National
              Association, as Trustee. (1)

         4.3. Specimen stock certificate.(6)

        *5.1.  Opinion of Glenn A. Weinman, General Counsel of
               the Registrant

        10.1.  Amended and Restated Stockholders' Agreement. (1)

        10.2.  Letter Agreement, dated July 9, 1993, among the
               Registrant, Georges Marciano, Maurice Marciano,
               Paul Marciano, Armand Marciano and trusts for
               their respective benefit. (1)

        10.3.  Employment Agreement, dated March 1, 1994, between
               the Registrant and Roger A. Williams. (3)

        10.4.  Letter Agreement, dated January 22, 1996, between
               the Registrant and Andrea Weiss. (6)

        10.5.  Employment Agreement, dated as of May 14, 1996,
               between the Registrant and Francis K. Duane. (6)

        10.6.  General Release and Indemnity Agreement, dated
               August 23, 1993, among Maurice, Paul and Armand
               Marciano, their respective trusts, the Registrant,
               Georges Marciano and his trust. (1)

        10.7.  General Release Agreement, dated August 23, 1993,
               among Maurice, Paul and Armand Marciano, their
               respective trusts, the Registrant, and Georges
               Marciano and his trust. (1)

        10.8.  Cancellation and Reassignment Agreement, dated
               August 23, 1993, among the Registrant,
               MSKMarciano, Inc., Georges Marciano, Inc. and
               Georges Marciano. (1)

        10.9.  Alameda Lease, dated July 29, 1992, among the
               Registrant and 1444 Partners, Ltd. (1)

        10.10. Revolving Credit Agreement, dated as of December
               20, 1993, between the Registrant and The First
               National Bank of Boston, as agent, and Sanwa Bank
               California, as co-agent, and the group of
               financial institution party thereto (the
               "Revolving Credit Agreement"). (3)

        10.11. Security Agreement, dated December 20, 1993,
               between the Registrant and the First National Bank
               of Boston, as agent for itself and for certain
               lenders. (3)

        10.12. Amendment No. 1 to the Revolving Credit Agreement,
               dated January 20, 1994, among the parties thereto.(4)

        10.13. Amendment No. 2 to the Revolving Credit Agreement,
               dated April 1, 1994, among the parties thereto.(4)

        10.14. Amendment No. 3 to the Revolving Credit Agreement,
               dated July 18, 1994, among the parties thereto.(4)

        10.15. Amendment No. 4 to the Revolving Credit Agreement,
               dated October 24, 1994, among the parties thereto.(4)

        10.16. Amendment No. 5 to the Revolving Credit Agreement,
               dated February 13, 1995, among the parties
               thereto. (5)

        10.17. Amendment No. 6 to the Revolving Credit Agreement,
               dated September 14, 1995, among the parties
               thereto. (5)

        10.18. Amendment No. 7 to the Revolving Credit Agreement,
               dated December 22, 1995, among the parties
               thereto. (5)

        10.19. Amendment No. 8 to the Revolving Credit Agreement,
               dated February 13, 1996, among the parties
               thereto. (2)

        10.20  Amended and Restated Revolving Credit Agreement,
               dated as of March 28, 1997 among the parties
               thereto. (7)

        10.21. Agreement as to Consignment of Documents and
               Related Matters, dated December 22, 1995, between
               the Registrant and The First National Bank of
               Boston. (5)

        10.22. 1996 Equity Incentive Plan. (2)

        10.23. 1996 Non-Employee Directors' Stock Option Plan.(2)

        10.24. Annual Incentive Plan. (2)

        10.25. Employment Agreement between the Registrant and
               Maurice Marciano. (1)

        10.26. Employment Agreement between the Registrant and
               Paul Marciano. (1)

        10.27. Employment Agreement between the Registrant and
               Armand Marciano. (1)

        10.28. Registration Rights Agreement among the Registrant
               and certain stockholders of the Registrant. (1)

        10.29. Indemnification Agreement among the Registrant and
               certain stockholders of the Registrant. (1)

        10.30. Indemnification Agreement. (1)

        10.31. Registration Rights Agreement, made and entered
               into as of December 4, 1996, by and between the
               Registrant and the Selling Stockholder .(7)

        10.32  First Amendment and Waiver to the Amended and
               Restated Revolving Credit Agreement by and between
               the Registrant and BankBoston, NA, F/K/A The First
               National Bank of Boston, Sanwa Bank California and
               the Financial Institutions Party thereto (8) 

        18.1.  Letter regarding change in accounting principles. (8)

        21.1.  List of Subsidiaries. (6)

       *23.1.  Consent of KPMG Peat Marwick LLP, independent
               certified public accountants. 

        23.2.  Consent of Glenn A. Weinman (included in Exhibit
               5.1).

        24.1.  Power of Attorney (included on page II-7).

        27.1.  Financial Data Schedule. (7)

          (b)  Financial Statement Schedule:           Description

               Schedule II                        Valuation and Qualifying 
                                                   Accounts(7)
     _______________________
     *    Filed herewith.

     (1)  Incorporated by reference from the Registration Statement on
          Form S-1 (File No. 33-69236) originally filed by the Company
          on September 22, 1993.

     (2)  Incorporated by reference from Amendment No. 1 to the
          Registration Statement on Form S-1 (File No. 33-69236) filed
          by the Company on November 24, 1993.

     (3)  Incorporated by reference from the Company's Quarterly
          Report on Form 10-Q for the quarter ended March 27, 1994.

     (4)  Incorporated by reference from the Company's Annual Report
          on Form 10-K for the year ended December 31, 1994.

     (5)  Incorporated by reference from the Company's Annual Report
          on Form 10-K for the year ended December 31, 1995.

     (6)  Incorporated by reference from the Company's Registration
          Statement on Form S-1 (File No. 333-4419), as amended.

     (7)  Incorporated by reference from the Company's Annual Report
          on Form 10-K for the year ended December 31, 1996.

     (8)  Incorporated by reference from the Company's Quarterly
          Report on Form 10-Q for the quarter ending March 31, 1997.

     (9)  Incorporated by reference form the Company's Quarterly
          Report on Form 10-Q for the quarter ended June 30, 1997.

     ITEM 17.  UNDERTAKINGS.

          (a)  The undersigned hereby undertakes as follows:

          To file, during any period in which offers or sales are
     being made, a post-effective amendment to this registration
     statement:

               (i)  To include any prospectus required by Section
          10(a)(3) of the Securities Act of 1933.

               (ii)  To reflect in the prospectus any facts or events
          arising after the effective date of the registration
          statement (or the most recent post-effective amendment
          thereof) which, individually or in the aggregate, represent
          a fundamental change in the information set forth in this
          registration statement.  Notwithstanding the foregoing, any
          increase or decrease in volume of securities offered (if the
          total dollar value of securities offered would not exceed
          that which was registered) and any deviation from the lower
          high end of the estimated maximum offering range may be
          reflected in the form of prospectus filed with the
          commission pursuant to Rule 424(b) if, in the aggregate, the
          changes in volume and price represent no more than a 20%
          change in the maximum aggregate offering price set forth in
          the "Calculation of Registration Fee" table in the effective
          registration statement.

               (iii)  To include any material information with respect
          to the plan of distribution not previously disclosed in the
          registration statement or any material change to such
          information in the registration statement.

          To remove from registration by means of a post-effective
     amendment any of the securities being registered which remain
     unsold at the termination of the offering.

          For the purpose of determining any liability under the
     Securities Act of 1933, each such post-effective amendment shall
     be deemed to be a new registration statement relating to the
     securities offered therein, and the offering of such securities
     at that time shall be deemed to be the initial bona fide offering
     thereof.

          (b)  Insofar as indemnification for liabilities arising
     under the Securities Act of 1933 may be permitted to directors,
     officers and controlling persons of the Registrant pursuant to
     the foregoing provisions, or otherwise, the Registrant has been
     advised that in the opinion of the Securities and Exchange
     Commission such indemnification is against public policy as
     expressed in the Securities Act and is, therefore, unenforceable.
     In the event that a claim for indemnification against such
     liabilities (other than the payment by the Registrant of expenses
     incurred or paid by a director, officer or controlling person of
     the Registrant in the successful defense of any action, suit or
     proceeding) is asserted by such director, officer or controlling
     person in connection with the Securities being registered, the
     Registrant will, unless in the opinion of its counsel the matter
     has been settled by controlling precedent, submit to a court of
     appropriate jurisdiction the question whether such
     indemnification by it is against public policy as expressed in
     the Securities Act and will be governed by the final adjudication
     of such issue.

          (c)   The undersigned Registrant hereby undertakes that for
     purposes of determining any liability under the Securities Act of
     1933, each filing of the Registrant s annual report pursuant to
     Section 13(a) or Section 15(d) of the Securities Exchange Act of
     1934 (and, where applicable, each filing of an employee benefit
     plan s annual report pursuant to Section 15(d) of the Securities
     Exchange Act of 1934) that is incorporated by reference in the
     registration statement shall be deemed to be a new registration
     statement relating to the securities offered therein, and the
     offering of such securities at that time shall be deemed to be
     the initial bona fide offering thereof.


                                 SIGNATURES

               Pursuant to the requirements of the Securities Act of
     1933, the Registrant certifies that it has reasonable grounds to
     believe that it meets all of the requirements for filing on Form
     S-3 and has duly caused this Registration Statement to be signed
     on its behalf by the undersigned, thereunto duly authorized, in
     the City of Los Angeles, State of California, on the twenty-first
     day of October, 1997.

                                        GUESS ?, INC.

                                        By:/s/ MAURICE MARCIANO        
                                           ----------------------------
                                             Maurice Marciano
                                             Chief Executive Officer

                             POWER OF ATTORNEY

               KNOW ALL MEN BY THESE PRESENTS, that each person whose
     signature appears below constitutes and appoints Maurice Marciano
     and Glenn A. Weinman, and each of them, in their true and lawful
     attorneys-in-fact and agents, each with power to act alone, with
     full power of substitution and resubstitution, for him or her and
     in his or her name, place and stead, in any and all capacities,
     to sign any and all amendments (including post-effective
     amendments) to this Registration Statement, and to file the same,
     with all exhibits thereto, and other documents in connection
     therewith, with the Securities and Exchange Commission, granting
     unto said attorneys-in-fact and agents full power and authority
     to do and perform each and every act and thing requisite and
     necessary to be done in and about the premises, as he or she
     might or could do in person, hereby ratifying and confirming all
     that said attorneys-in-fact and agents, or their substitutes, may
     lawfully do or cause or to be done by virtue hereof.

          Pursuant to the requirements of the Securities Act of 1933,
     this Registration Statement has been signed below by the
     following persons in the capacities and on the dates indicated.

              Signature                 Title               Date

        /s/ MAURICE MARCIANO   Chairman of the Board  October  21, 1997
            ________________   and Chief Executive    
            Maurice Marciano   Officer (Principal
                               Executive, Financial
                               and Accounting
                               Officer)

       /s/ PAUL MARCIANO       President, Chief       October  21, 1997
            ________________   Operating Officer and  
            Paul Marciano      Director

       /s/ ARMAND MARCIANO     Senior Executive Vice  October 21, 1997
           ________________    President,             
           Armand Marciano     Assistant Secretary
                               and Director

       /s/ ALDO PAPONE         Director               October 21, 1997
           ________________
           Aldo Papone

       /s/ ROBERT C. DAVIS     Director               October 21, 1997
           ________________
           Robert C. Davis                           






                         [LETTERHEAD OF GUESS ?, INC.]

     October 21, 1997

     Board of Directors
     Guess ?, Inc.
     1444 South Alameda Street
     Los Angeles, California  90021

     Gentlemen:

          I am General Counsel of Guess ?, Inc., a Delaware
     corporation (the "Company"), and have acted in such capacity in
     connection with the public offering by Michel Bittan (the
     "Selling Stockholder"), of 216,216 shares (the "Offered Shares")
     of Common Stock, par value $.01 per share (the "Common Stock"),
     of the Company.

          This opinion is being furnished in accordance with the
     requirements of Item 601(b)(5) of Regulation S-K under the
     Securities Act of 1933, as amended (the "Securities Act").

          In connection with this opinion, I have examined originals
     or copies, certified or otherwise identified to my satisfaction
     of (i) the Registration Statement on Form S-3 as filed with the
     Securities and Exchange Commission (the "Commission") on
     October 21, 1997 (the "Registration Statement"); (ii) the Asset
     Purchase Agreement, dated as of December 4, 1996 (the "Asset
     Purchase Agreement"), by and among Sweatshirt U.S.A., Inc., a New
     York corporation, the Selling Stockholder, Thomas Glenon and the
     Company; (iii) the certificate, dated December 4, 1996,
     representing 216,216 shares of Common Stock registered in the
     name of the Selling Stockholder; (iv) the Restated Certificate of
     Incorporation of the Company, as in effect on December 4, 1996
     and the date hereof; (v) the By-laws of the Company, as in effect
     on December 4, 1996 and the date hereof; and (vi) certain
     resolutions of the Board of Directors of the Company relating to
     the Asset Purchase Agreement and the transactions contemplated
     thereby.  I have also examined originals or copies, certified or
     otherwise identified to my satisfaction, of such records of the
     Company and such agreements, certificates of public officials,
     certificates of officers or other representatives of the Company
     and others, and such other documents, certificates and records as
     I have deemed necessary or appropriate as a basis for the
     opinions set forth herein.

          In my examination, I have assumed the legal capacity of all
     natural persons, the genuineness of all signatures, the
     authenticity of all documents submitted to me as originals, the
     conformity to original documents of all documents submitted to me
     as certified, conformed or photostatic copies and the
     authenticity of the originals of such latter documents.  In
     making my examination of documents executed or to be executed by
     parties other than the Company, I have assumed that such parties
     had the power, corporate or other, to enter into and perform all
     obligations thereunder and have also assumed the due
     authorization by all requisite action, corporate or other, and
     execution and delivery by such parties of such documents and the
     validity and binding effect thereof.  As to any facts material to
     the opinions expressed herein which I have not independently
     established or verified, I have relied upon statements and
     representations of officers and other representatives of the
     Company and others.

          I am admitted to the bar of the State of California and do
     not express any opinion as to any laws other than the General
     Corporation Law of the State of Delaware.

          Based upon and subject to the foregoing, I am of the opinion
     that the issuance and sale of the Offered Shares was duly
     authorized and that the Offered Shares were validly issued and
     are fully paid and nonassessable.

          I hereby consent to the filing of this opinion with the
     Commission as an exhibit to the Registration Statement.  I also
     consent to the reference to me in the Registration Statement
     under the caption "Legal Matters."  In giving this consent, I do
     not thereby admit that I am in the category of persons whose
     consent is required under Section 7 of the Securities Act or the
     rules and regulations of the Commission.

                                   Very truly yours,

                                   /s/ Glenn A. Weinman
                                   Glenn A. Weinman





                      CONSENT OF KPMG PEAT MARWICK LLP

     Board of Directors
     Guess ?, Inc.

          We hereby consent to the incorporation by reference in the
     Registration Statement on Form S-3, filed by Guess ?, Inc. (the
     "Company") of our report dated February 24, 1997, included in the
     Company's annual report on Form 10-K for the year ended December
     31, 1996 and to the reference to our firm under the heading
     "Experts."

                                   /s/ KPMG PEAT MARWICK LLP

     Los Angeles, California
     October 15, 1997




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