Behind the rise of GU: The Uniqlo offshoot loved by millennials and Gen Z is the latest cool-kid brand

Mon, 08/07/2023 - 05:00

an exterior view of the GU store in Soho showing the door and window displays — GU opened its first store in the US in October 2022.
Jennifer Ortakales Dawkins/Insider

GU, a sister brand of Uniqlo, launched in the US last year.
The fast-fashion brand targets Gen Z with stylish, affordable clothing.
The brand sells basics like T-shirts as well as trendy pieces like cargo pants.

Right down the street from Uniqlo's Broadway store in New York City's bustling Soho neighborhood is GU — a smaller, nearly identical shop that's been getting a lot of attention on TikTok lately.

GU was created in 2006 as a sister brand to Uniqlo geared toward Gen Z shoppers. But plenty of millennials shop the brand too.

Julissa Degante, 30, and Felix Garcia, 35, went to the Soho pop-up for the first time this month after discovering the brand on Instagram. They purchased jeans and button-down shirts for work and going out.