Uniqlo's Younger Sibling Brand Is Done Flying Under the Radar

Marni's former creative director is now at GU, which means GU is about to be everywhere.Courtesy of GU; Design: Emily HanhanPound for pound, Uniqlo is a certified heavyweight in its contemporary approach to classic designs, and its roster of talented collaborators, possibly make the international basics brand the Gap of our time. But you may have heard rumblings of another brand in the Uniqlo family known as GU, with a similar ethos, a fresher design POV, and even more aggressively affordable pricing. Founded in 2006, GU is the cooler, little sibling to Uniqlo, delivering designs through a younger, trendier lens. And with a newly appointed Creative Director, Francesco Risso, GU looks as though it's ready to take the spotlight thanks to its most recent collection.GUHeavy Weight Sweat Cocoon HoodieGUNylon Oversized CoatGUFine Gauge Knit V Neck CardiganGUPleated Tapered PantsGUFaux Leather Coverall JacketThere are nearly 80 styles for menswear alone. That’s large enough for the brand to stage its own runway show, something the former Marni creative director is well-acquainted with. At Marni he was known for his irreverent and quirky take on menswear, sharing clothing that was bold, playful, and wildly popular. He was also a GQ Global Creativity Award honoree back in 2024, where he talked about making things instinctively, unencumbered by outside influences. Risso is attempting to bring his singular point of view to GU. The new collection segments the designs into five distinct categories which covers the breadth of essential style camps: GU Minimal, GU Classic, GU Sport, GU Utility, and GU Playful (another signature of the Marni DNA).GUEasy Care Broadcloth ShirtGUChecked Wide Flared PantsGUReversible T-ShirtGUCotton Boxy T-ShirtFor fans of The Row or Studio Nicholson, GU Minimal section is monochromatic, chic, and mature with faux leather jackets, tailored slacks, and crisp button-ups with an emphasis on quiet design. GU Classic section features touches of ‘70s Americana like plaid shirts and flared trousers. Meanwhile, the GU Utility section fuses workwear-inspired outerwear and gorp-infused cargo pants into an incredible mix that’s ready for any task or hiking trail. If you’re M.O. leans more toward sportswear or activewear, the GU Sports is full of polos, colorful reversible tees, heavy-duty sweats, and more, all influenced by the 1980s and ‘90s. Finally, GU Playful emphasizes layering, and baggy silhouettes.GU has been around for 20 years but now it's prepping for a similarly successful trajectory as its older sibling Uniqlo. With Risso at the helm, it’s looking like they’re right on track.GUChecked Half Zip ParkaGUCargo Baggy Cropped PantsGerald Ortiz is a style commerce writer for GQ covering fashion, grooming, and occasionally lifestyle. Previously, he was the style writer for Gear Patrol and the managing editor at Heddels. He graduated from the University of California, Davis with three degrees, none of which directly relate to fashion (so it ... Read More