GU
Fast Retailing · Japan
GU is the low-price fashion brand of Fast Retailing, the Japanese group that owns Uniqlo. Launched with its first store in 2006, it offers trend-led clothing at lower prices than Uniqlo, operates almost 480 stores mainly in Japan and Asia, and appointed former Marni designer Francesco Risso as creative director in January 2026.
| First store | 2006, Chiba Prefecture |
|---|---|
| Owner | Fast Retailing |
| Headquarters | Minato, Tokyo, Japan |
| Creative director | Francesco Risso (since 2026) |
| Stores | 478 (February 2025) |
| Website | gu-global.com |
What is GU?
GU is an affordable fashion retailer wholly owned by Fast Retailing, the Tokyo-listed group led by Tadashi Yanai. While Uniqlo focuses on timeless basics, GU offers more trend-led clothing at lower prices, aimed at younger and price-sensitive customers. The brand is headquartered in Minato, Tokyo.
History
Fast Retailing opened the first GU store in Chiba Prefecture in October 2006. The brand drew wide attention in Japan with jeans priced at 990 yen, which were produced until 2014. GU opened its first overseas store in Shanghai in 2013, followed by Taiwan in 2014 and South Korea in 2018. After a pop-up in New York's SoHo from October 2022, it opened its first permanent global flagship in New York in September 2024, together with a nationwide US online store. In January 2026 Fast Retailing appointed Francesco Risso, creative director of Marni from 2016 to 2025, as creative director of GU, with a first collection scheduled for autumn/winter 2026 and a separate collaboration line with Uniqlo also planned.
Products and positioning
GU sells womenswear, menswear and childrenswear, along with shoes and accessories, at prices below Uniqlo. Its range follows fashion trends more closely than its sister brand, which places it closer to fast fashion competitors while drawing on Fast Retailing's sourcing scale.
Business model and distribution
GU had 478 stores worldwide as of 28 February 2025, the vast majority in Japan, with further stores in mainland China, Taiwan, Hong Kong, South Korea and the United States. It shares the Fast Retailing approach of managing design, production and retail centrally. Distribution covers:
- Own stores, mainly in Japan.
- E-commerce in Japan and selected international markets, including the US since 2024.
Why it matters
GU is Fast Retailing's second growth engine and its answer to low-price fast fashion. The appointment of a high-profile designer such as Risso signals an ambition to give the brand a stronger creative identity as it expands internationally, mirroring a broader trend of luxury talent moving into mass-market fashion.
Frequently asked questions
Who owns GU?
GU is wholly owned by Fast Retailing, the Japanese group that also owns Uniqlo and Theory. Fast Retailing is led by founder Tadashi Yanai.
What is the difference between GU and Uniqlo?
Both belong to Fast Retailing, but GU is cheaper and more trend-led, while Uniqlo focuses on functional, long-lasting basics under its LifeWear concept.