GU, a brand under the Fast Retailing Group and a sister brand to UNIQLO, has expanded its reach with the launch of a US e-commerce site and app, offering US-wide access to its products for the first time.  

The move coincides with the opening of the brand's first permanent store outside of Asia, located in SoHo, New York City.  

The GU NY SoHo flagship spans 10,225ft²  across two floors, offering a range of clothing, shoes, bags and accessories for women and men. 

The new e-commerce platform and app enable customers across the country to explore and buy GU's collections and special collaborations.  

The brand's philosophy, MINI edit MAX, promotes maximum style and quality at minimal prices through curated collections and is a key feature of the launch.  

GU aims to offer practical, on-trend items that are affordable and versatile, encouraging customers to create multiple styles with fewer products. 

As part of the brand’s commitment to reduce waste, GU’s store stores globally, including the new SoHo flagship, are equipped with donation boxes for customers to deposit clothes they no longer wear.  

The garments are distributed to those in need, such as refugees and the homeless, through partnerships with local organisations. 

GU CEO Osamu Yunoki said: "Since opening our first pop-up store in the US in the fall of 2022, we've had the opportunity to introduce GU products to many customers, which has greatly fuelled our expectations for business growth in the US. 

"We're thrilled to announce the grand opening of our official store in the US alongside the launch of our US e-commerce site. We look forward to bringing GU fashion to an even broader audience." 

In celebration of the US launch, GU has unveiled a collaboration with the fashion brand UNDERCOVER.  

The KOSMIK/NOISE collection, which offers 22 gender-neutral styles, includes track jackets, pants, stadium jumpers and logo tops.  

The collection also features unique designs such as convertible items with detachable sleeves and hems, and inside-out items with exposed seams.  

The collaboration is available in the US ahead of other markets, marking the first time a GU x UNDERCOVER collection is accessible to the entire US audience.