I shopped at Uniqlo’s sister store GU to see why Gen Z loves the brand. I was surprised to find some pieces I liked.

• GU is a fast-fashion brand targeting Gen Z with stylish, affordable clothing.
• The brand’s first store opened in New York City last fall. 
• I visited the store and found some of the trendier pieces, like cargo pants, quite approachable.

GU is one of the latest cool-kid brands, carrying the trendy cargo pants and cropped tops beloved by Gen Z. 

GU is a sister brand to Uniqlo, a fast-fashion company that’s become popular in the US for its dressy-casual basics like tees and slacks. Most recently, Uniqlo’s mini shoulder bag went viral on TikTok and was named the hottest product of the year so far. Japanese retailer Fast Retailing Group owns both companies.

GU has grown to nearly 450 stores in Asia but didn’t enter the US market until it opened its Soho store in October 2022. From September 2021 to August 2022, GU’s sales totaled $1.7 billion which made up about 11% of Fast Retailing’s revenue, Retail Dive reported.

Much like Uniqlo, GU carries basics like logo-free t-shirts, simple sweaters, minimalist shoes, and dress pants. However, GU’s prices are slightly cheaper than Uniqlo’s. For example, a men’s open-collar shirt costs $19.90 at GU, while a similar style goes for $29.90 at Uniqlo.

GU’s Soho location is the only store in the US and right now the only way US customers can shop the brand. I wanted to check it out for myself, so I visited to see why it’s become popular among Gen Zers.