GU LAUNCHES US E-COMMERCE SITE, APP AND OPENS FIRST U.S. FLAGSHIP 

GU (pronounced like the letters “Gee, You”), a Uniqlo sibling brand and part of the Fast Retailing Group, has launched its US e-commerce site and app, making GU products available to a national audience for the first time. The announcement also coincides with the opening of its U.S. flagship in SoHo, NYC, the first permanent GU store outside of Asia.

Key products include best-selling styles such as barrel-leg pants and jeans ($39.90), heavyweight sweats ($29.90-$39.90), and “brushy” knitwear ($29.90-$39.90). The brand will offer special pricing on select items during the first eight days of opening.

The launch also highlights GU’s unique brand philosophy—MINI edit MAX, which combines MAX style and quality with MINI prices and curated collections. GU narrows down the variety of products, offering customers an easy-to-understand assortment of practical, on-trend items at affordable prices. Each curated collection is designed to be easy to wear, and mix-and-match, resulting in more styling possibilities with fewer products.

GU differentiates itself from other global fashion brands in the same price range by offering less than one-tenth the number of items. By reducing the number of products and narrowing down the range to the essential items that customers actually want and use, GU dramatically increases the efficiency of the entire supply chain, including material procurement, sewing, distribution, sales, and supply-demand coordination, resulting in high-quality products at low prices.

The MINI edit MAX concept also furthers the brand’s goal of not making, transporting, selling, and disposing of wasteful clothes as much as possible. To minimize waste, each GU store globally has donation boxes to collect clothes that customers have finished wearing. GU works with local partners to deliver clothes to those in need, such as refugees and the homeless.

GU CEO Osamu Yunoki commented, “Since opening our first pop-up store in the U.S. in the fall of 2022, we’ve had the opportunity to introduce GU products to many customers, which has greatly fueled our expectations for business growth in the U.S. We’ve leveraged the insights gained to create a robust framework for global product development and business operations. We’re thrilled to announce the grand opening of our official store in the US alongside the launch of our US e-commerce site. We look forward to bringing GU fashion to an even broader audience.”

As part of the launch, GU debuts a collaboration with fashion brand Undercover titled Kosmik/Noise, which embodies the idea of “comfortable noise in everyday life.” The collaboration offers a range of 22 styles that can be enjoyed by all genders, such as track jackets and pants, stadium jumpers, and logo tops. It features convertible items with detachable sleeves, hems, and items purposely designed inside-out with exposed seams. The collaboration also includes special edition pieces from the iconic film The Wizard Of Oz and NYC exclusives such as Big Apple graphic T-shirts and ripstop tote bags. The collection launches in the U.S. ahead of other markets and marks the first time a GU x Undercover collaboration is available to customers across the United States.

Located at 578 Broadway, GU NY SoHo offers women’s and men’s clothing on two floors, as well as a selection of on-trend products, including shoes, bags, and accessories. With a sales floor area of about 10,225 sq ft, GU NY SOHO showcases the GU New U concept that empowers customers to constantly reinvent themselves through style by conveying the latest fashion trends.

Starting today through September 22nd, GU NY SOHO is hosting an interactive launch event that mashes up fashion, fun, and culture. The opening weekend activities transform the GU flagship into a destination full of special pricing, great clothes, and giveaways. The first 300 customers each day will receive a collaborative tote bag designed by Shantell Martin as a gift with a purchase of $100 or more. Some lucky customers will find surprises inside their bags worth up to $250, including GU gift cards, special experiences celebrating Tokyo in NYC, and more. Customers who visit GU SOHO NY each morning at opening can participate in giveaways and enjoy exclusive Japanese treats that will only be available opening weekend. Customers can sign up for the launch weekend at s.gu-japan.com/gu_partiful_rsvp.

The GU full product range is available starting today at GU NY SOHO and online at gu-global.com.

GU NY SOHO is open today until 8 pm. From September 20th to 22nd the store will operate from 10 am to 8 pm with special opening weekend hours. The store’s normal operating hours will be 11 am to 8 pm Monday through Sunday. Additional GU expansion plans to be announced in 2025.