The new “UG” line aims to further enhance the GU brand, and elevate the initiatives between GU and UNDERCOVER to a new stage by involving the UNDERCOVER team led by Jun Takahashi in the entire production process, from the design of items to the product fitting and creation of key visuals. By forming partnerships with leading designers around the world to develop better products, learning about their commitment to craft and ways of thinking about manufacturing, GU hopes to offer products that allow everyone around the world to enjoy fashion freely.
This new product line is based on the concept of “SILENT/NOISE,” offering playful designs and unstructured styling that bring a slight sense of discomfort and surprise to everyday fashion. With exceptional design sense and quality, these items can be easily coordinated with pieces from outside the collection, while also providing the practicality of convertible designs that allow each piece to be worn in several different ways, all at a GU price.
The first collection is a playful reinterpretation of GU staples such as sweatshirts, utility pants, and broadcloth shirts, including the unique “fang camouflage” pattern typical of UNDERCOVER, as well as inside-out and cut-off designs. The lineup also includes products unique to this collection, such as an oversized matching two-piece outfit using new materials developed through collaboration, and items with graphics drawn by Jun Takahashi with the motif of the fictional “Noise Burger Shop” hamburger shop.
The first drop for Spring/Summer 2025 will be available globally at GU stores and online at gu-global.com on March 14, 2025, with the second collection launching Friday, April 18, 2025.
Full details on the UG collection can be found at gu-global.com.
UG Spring/Summer 2025 Collection
Sales period: March 14, 2025 (Friday)
* The second collection will be available at all stores Friday, April 18.
Store availability: GU NY SOHO store and the gu-global.com online store
No. of items: First collection: MENS 19 styles
Second collection: MENS 8 styles
Price range: $5.99 to $69.99
About GU:
GU (pronounced as the letters “G” and “U”) was established in 2006 as a sister brand of UNIQLO and currently operates approximately 470 stores in Asia, mainly in Japan and has e-commerce sites in Taiwan, Hong Kong and Japan. Derived from the Japanese word for “Freedom”, GU offers a dynamic range of contemporary apparel designed to meet the evolving tastes of modern consumer’s. With a focus on affordability and trend-driven styles, GU aims to provide high-quality fashion that is accessible to a broad audience. The brand’s collections are characterized by their versatility and cater to various occasions and personal styles. GU leverages Fast Retailing’s extensive supply chain to ensure rapid turnaround times from design to retail. This approach allows GU to stay ahead of fashion trends and to consistently deliver fresh, relevant products to the market.
About Undercover / Jun Takahashi:
Founded by designer Jun Takahashi in 1990, UNDERCOVER gained popularity in the underground Tokyo scene for its unique fusion of street fashion, art, and music subcultures. The brand later expanded into high-end fashion and presents their collections at Paris Fashion Week. Over the last 30+ years, Undercover has achieved global recognition and maintained strong acclaim among fashionistas by always keeping its unique view of the world at its core.
For media queries, please contact:
FACTORY PR
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Tel. (212) 941-9394
SOURCE GU
