GU, a sister brand of UNIQLO, has officially launched in the U.S., introducing its e-commerce site and mobile app alongside the opening of its flagship store in SoHo, NYC—marking its first permanent location outside of Asia.
GU’s US Launch
Shoppers across the country can now explore curated collections and special collaborations online. Notable items include the popular Barrel Leg pants and jeans, priced at $39.90, celebrated for their distinctive curves and sharply tapered fit.
Additional highlights include men’s heavyweight sweat and brushy knitwear collections, priced from $29.90 to $39.90.
Embracing the MINI edit MAX philosophy, GU focuses on delivering maximum style and quality at minimal prices by refining its product selection. This streamlined approach simplifies shopping with a curated assortment of practical, trendy pieces.
By narrowing its offerings, GU enhances supply chain efficiency and reduces costs across production and distribution.
Sustainability is central to GU’s operations. Each store features donation boxes for customers to drop off unwanted clothing. In partnership with local organizations, these items are distributed to those in need, including refugees and individuals experiencing homelessness.
“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., said GU CEO Osamu Yunoki.
“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.”
GU x Undercover Collection
To celebrate their U.S. debut, GU has partnered with the fashion brand UNDERCOVER to unveil a collaboration called KOSMIK/NOISE. This collection embraces “comfortable noise in everyday life,” featuring 22 gender-inclusive styles, including track jackets, pants, stadium jumpers, and logo tops with convertible designs such as detachable sleeves and hems.
Special edition items inspired by “The Wizard of Oz,” as well as NYC-exclusive graphic tees and tote bags, will also be available. This marks the first opportunity for U.S. customers to purchase GU x UNDERCOVER pieces.
GU in SoHo, New York
Located at 578 Broadway, the GU New York SoHo store is approximately 10,225 square feet and has two floors. It showcases a diverse range of trending products—such as shoes, bags, and accessories—under the GU NEW U concept, encouraging customers to embrace the latest fashion and reinvent themselves.
GU products are now available at the GU New York SoHo store and online. In 2025, more U.S. expansion plans are expected to be revealed.
