The Uniqlo sister brand GU has presented a new clothing project under the name “UG”, which was created in cooperation with undercover, the brand of the Japanese designer Jun Takahashi.
UG serves as an extended version of the existing brand identity, which is upgraded by the inclusion of Takahashi, which was involved in the entire production process of the debut collections, GU said on Friday.
This new line, which appears under the title “Silent/Noise”, offers a reinterpretation of GU classics such as sweatshirts, shirts from Breitcord and utility pants. With his unstructured styling, UG wants to “bring a slight feeling of discomfort and surprise to everyday fashion”.
In addition, there are other branded products, such as suitable two -part sets from new materials and articles developed as part of the cooperation with graphics designed by Takahashi. According to the designer, the products are mainly intended for men, “most articles are designed with the intention of being unisex”.
“If I design for undercover, I would like to create strong designs that only I can do. UG, on the other hand, is about reducing the strong design of undercover so far that it can be worn in everyday life, ”says Takahashi.
The introduction of the new brand is expanding GUS concept to work with leading designers in order to develop “better products” and to get to know their approach to the production in order to then integrate them into the GU offer.
UG is officially introduced on March 14, 2025 in the GU branches and on the brand’s e-commerce platform. A second collection is scheduled for April 18.
This article previously appeared on fashionunited.uk and was used with digital tools translated.
Fashionunited uses artificial intelligence to accelerate the translation of articles and improve the end result. They help us make the international reporting of fashionunited a German -speaking readership quickly and comprehensively accessible. Articles that have been translated using AI-based tools are read and carefully edited by our editor: Correcting inside before they are published. If you have any questions or comments, please contact me by email to [email protected]