Just last year, Dutch electronic dance music superstar Tiësto was spinning tracks at South Beach's Armani Exchange store.
Last night, however, Tiësto seemingly abandoned the A|X partnership boat and jumped aboard the Guess train.
According to Billboard, the EDM giant and designer denim brand have teamed up to create a 22-piece line that includes indigo skinny-fit jeans and graphic tees that'll debut in October.
But if you're a Tiësto super fan who can't wait another three months for EDM-inspired clothing that's likely manufactured in India, don't worry 'cause Tiësto/Guess will release a "multifunctional" limited-edition watch in August.
"I've had GUESS clothing in my wardrobe for years," Tiësto admits. "It's a fantastic brand which is really relevant both for me and my audience. Their combination of creativity and ambition was really appealing to me."
In addition to men's and women's clothing and accessories, the one year Tiësto/Guess partnership also include a dedicated microsite guess.com/tiesto, select sponsored tour dates, and a Club Life compilation exclusively produced for Guess.
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"Tiësto was the natural choice to connect GUESS with our customers' lifestyle," CEO and creative director Paul Marciano tells Billboard. "Once you meet Tiësto face to face, with his contagious smile and energy, you want only one thing: To have him share our future vision of the Guess brand."
Tiësto isn't the first European dance music god to partner with an American clothing brand. Earlier this year, Avicii signed a deal with Ralph Lauren and became the Swedish face of the company's Denim and Supply line. The ad campaign debuted last week.