GU, a UNIQLO sister brand and part of the Fast Retailing Group, announces the launch of ‘UG’, a brand new line in partnership with UNDERCOVER, launching Friday, March 14, 2025.
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.
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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.
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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 sign for Spring/Summer 2025 will be available globally at GU Stores and online at the office website of GU GLOBAL on March 14, 2025, with the second collection launching Friday, April 18, 2025.
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