Uniqlo sister brand GU has unveiled a new label named ‘UG’, created in collaboration with Undercover — the brand of Japanese designer Jun Takahashi, who was involved in the production process of the debut collections.
GU And Undercover Unveil New Clothing Label UG
GU and Japanese label Undercover are furthering their collaboration with a new brand, UG. Jun Takahashi’s ability to merge street style elements with a more intentional, conceptual vision closer to haute couture has made him one of fashion’s most creative designers.
To be released under the title ‘Silent/Noise’, the nineteen-piece UG collection is a reinterpretation of GU staple sweatshirts, utility pants, button-up shirts, jackets and T-shirts, designed in Undercover’s signature “fang camouflage” pattern, in a dark colour palette of navy and earthy green, with unstructured styling.
“By incorporating methods such as cutting, using zippers, and taking out seams into the design, we added “noise” to simple and clean jackets and slacks,” the designer reveals on the official website of Uniqlo.
There are products unique to the brand, like two-piece sets using new materials developed as part of the collaboration and items designed with graphics drawn by Takahashi. UG is priced from $5.99 to $69.99 and can be found at GU stores and its website.
According to the designer, “Although it is a men’s-based product structure, most of the products are made with the awareness that they can be worn unisex. Especially for the set-up of jackets and slacks, it is recommended to dress down with a casual cap. I hope you enjoy it as everyday wear for all generations.”
On the collection, Takahashi added: “When I design for Undercover, I aim to create strong designs that only I can do. On the other hand, Ug aims to strip down Undercover’s strong design to the point that it can be worn in everyday wear.”
UG will officially launch March 14, 2025 via GU stores and on its e-commerce platform. A second collection is due to drop April 18.
“We are thrilled to announce the launch of UG and our expanded partnership with Undercover, a brand that continues to push the boundaries of fashion with its avant-garde vision,” said Yosuke Hasegawa, research and development director at GU. “This collaboration with the Undercover team led by Jun Takahashi is an exciting opportunity to blend GU’s commitment to empower everyone to enjoy fashion freely with Undercover’s innovative artistry. With UG, we aim to redefine the intersection of mainstream and high fashion, offering unique, forward-thinking designs that can be enjoyed by people around the world.”
GU and Undercover first embarked on their partnership in 2021, and have released several collaborations leveraging both brands’ design codes. Recently, the two brands delivered a 22-piece line of track jackets, pants, stadium jumpers, logo tops and convertible items titled “Kosmik/Noise.”
GU
As part of Fast Retailing Group, GU was launched in 2006 as a sister brand of UNIQLO and operates roughly 470 stores in Asia, primarily in Japan. Derived from the Japanese word for “Freedom”, GU provides high-quality fashion at affordable price points. GU leverages Fast Retailing’s supply chain to ensure rapid turnaround from design to retail, which allows it to deliver fresh, relevant products. Last September, GU opened its New York flagship in SoHo—the brand’s first U.S. location. GU’s fiscal year 2023 saw revenue totaling $1.89 billion and operating profit reaching $166 million, per Fast Retailing.
JUN TAKAHASHI
Jun’s mentor , Japanese designer Rei Kawakubo, persuaded him to head to Paris. Paris retailer Colette liked his collections so much that they asked Takahashi to present his 1998 collection “Exchange” in their store. Undercover made its debut at Paris Fashion Week in October 2002, for Spring Summer 2003. Takahashi also creates activewear lines for men and women under the label Nike x Undercover Gyakusou. Additionally, Takahashi has collaborated with Uniqlo to create Uniqlo Undercover, since 2011.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
