Okay, But What Does "Guise" Mean?

What does it mean? Where did it come from? Why did you choose that?

Valid questions. Let's start with the definition:

guise /ɡīz/ pronounced like "guys"


An external form, appearance, or manner of presentation

So as mentioned in a previous blog post, Guise started as a school project. I was creating a magazine as a final project in one of my classes. I basically just googled "fashion words", scrolled through a list of about a thousand words, and got stuck on guise. It was simple, kind of edgy, & unique.

Typically 'guise' is used in a negative connotation. I know you've heard of 'disguise' which is to give oneself a different appearance in order to conceal one's identity. But I wanted Guise to be positive. For this brand, it's about how you present yourself to the world. Looks aside, I want Guise to make you feel like you can portray your true self in a confident way. Because you're perfect as is.