GU, the sister brand of Uniqlo, will launch its new line “UG” on March 14, 2025. Overseen by Jun Takahashi of UNDERCOVER, this line is built around the concept of “SILENT/NOISE”, offering playful designs and flexible styling that introduce subtle disruptions and surprises into everyday fashion.
GU’s Evolving Approach to Global Manufacturing
Since 2023, GU has been accelerating the globalization of its manufacturing under the “GO GLOBAL” initiative. As part of this strategy, UG was created to further develop the ongoing collaboration between GU and UNDERCOVER.
Led by Jun Takahashi, the UNDERCOVER team is involved in every stage of product development, from design and fitting to key visuals, ensuring a high level of quality and completion. Additionally, GU aims to enhance partnerships with top global designers, embracing their craftsmanship and design philosophy to offer products that allow fashion to be enjoyed more freely.
Disrupting Everyday Fashion with “SILENT/NOISE”
The first UG collection will feature reinterpreted versions of classic items such as sweatshirts, utility pants, and broad shirts.
Signature UNDERCOVER elements such as the “Fang Camo” print, inside-out details, and raw-edge finishes add a playful touch to the designs. Additionally, items featuring graphics of a fictional burger shop, “NOISE BURGER SHOP,” illustrated by Jun Takahashi, will be available. The oversized setup suits, made from newly co-developed materials, balance both style and functionality.
The “UG” 2025 Spring/Summer Collection
The first collection of UG will launch on March 14, 2025, available at GU stores and the online store. The lineup includes 19 men’s styles.
Furthermore, the second collection will be released on March 14, 2025, for the online store and April 18, 2025, for all GU locations, featuring eight additional men’s styles.
For more details, visit the official UG page.
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