GU and Undercover Unveil New Clothing Line UG
GU and Undercover are furthering their partnership with a new apparel line.
The Uniqlo sister brand and the Japanese clothing label founded by Jun Takahashi, respectively, unveiled on Friday UG, a new brand that is said to “elevate the initiatives between GU and Undercover,” according to GU.
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UG’s first collection, which debuts on March 14, is based on the concept of “Silent/Noise,” which includes “playful designs and unstructured styling that bring a slight sense of discomfort and surprise to everyday fashion,” according to both brands.
The 19-piece collection offers new versions of GU staples such as sweatshirts, utility pants, button-up shirts, jackets and T-shirts designed in Undercover’s signature “fang camouflage” pattern, in denim and in a dark color palette of navy and earthy green. There are also items designed with graphics drawn by Takahashi of the motif “Noise Burger Shop.” The collection ranges in price from $5.99 to $69.99.
UG’s collection can be found at GU stores and its website. The brand will follow with its second collection dropping on April 18.
“We are thrilled to announce the launch of UG and our expanded partnership with Undercover, a brand that continues to push the boundaries of fashion with its avant-garde vision,” said Yosuke Hasegawa, research and development director at GU. “This collaboration with the Undercover team led Jun Takahashi is an exciting opportunity to blend GU’s commitment to empower everyone to enjoy fashion freely with Undercover’s innovative artistry. With UG, we aim to redefine the intersection of mainstream and high fashion, offering unique, forward-thinking designs that can be enjoyed people around the world.”
GU and Undercover first embarked on their partnership in 2021, and have produced many collaborations leveraging both brands’ motifs and design codes. Most recently, the two brands delivered a 22-piece collection in September titled “Kosmik/Noise,” which included a range of track jackets, pants, stadium jumpers, logo tops and convertible items.
As part of Fast Retailing Group, GU was launched in 2006 and operates roughly 470 stores in Asia, primarily in Japan. Last September, GU opened its New York flagship at 578 Broadway in SoHo, marking the brand’s first permanent U.S. location. GU initially hosted a pop-up store in 2022 near its flagship to test out the U.S. market.
GU’s fiscal year 2023 saw revenue and profits increase, with revenue totaling $1.89 billion, up 20 percent, and operating profit reaching $166 million, up 56.8 percent, according to Fast Retailing. GU opened 52 new stores in fiscal year 2023, primarily in Japan. The company has no current plans to open more U.S. stores.
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