What to know about GU, Uniqlo’s Gen Z-centric sister store with global aspirations

GU is Uniqlo's trendy sister store that has been a staple in Japan since 2006 and has now opened its doors in the US for the first time. The store is operated by Uniqlo's parent company, Fast Retailing, and currently runs around 470 stores in Asia, with e-commerce options in several other locations. GU officially arrived in the US with a 10,000-square-foot flagship store in Soho and a new American e-commerce site on September 19. The brand also announced a new 22-piece womenswear collection with the fashion brand Rokh, which will debut with several colors exclusive to US consumers. GU focuses on affordability and trend-driven styles, taking a different approach to other global fashion brands by offering fewer items at a reasonable price. The brand's aesthetic is geared towards a younger crowd, mainly Gen Z and Gen Alpha, with items such as barrel leg jeans and pleated skorts. GU is turning viral TikTok trends into products using Fast Retailing's existing supply chain, allowing it to stay ahead of fashion trends. The brand differs from Uniqlo in that its styles are based more on trends than timelessness, and its prices are somewhat less expensive. GU's offerings in the US are slightly different from those in Japan, with adjustments made to sizing and styling in response to feedback from a pop-up shop in Soho. The brand aims to become a global fashion brand through overseas expansions, with plans to double its sales to 600 billion yen in five years.