With a sales floor area of about 10,225 ft2, GU NY SOHO will be a showcase for the GU NEW U concept that gives customers the freedom to constantly reinvent themselves through style by conveying the latest fashion trends. The flagship will also highlight GU's unique brand philosophy - MINI edit MAX. MINI edit MAX brings MAX style and quality with MINI prices and curated collections - to create infinite style possibilities.

Alongside the flagship opening, GU will launch its US e-commerce website and App allowing customers outside of New York to shop coveted collections and special collaborations for the first time. GU will offer hero, best-selling products such as Barrel Leg Bottoms - defined by a barrel-like curve and three-dimensional roundness from the hips to the hem that creates a strongly tapered silhouette. Introduced in Spring 2024, the Barrel Leg Jeans have quickly become a GU staple across most markets where GU operates. Additional product highlights include the Mini Skort and Super Wide Cargo Pants, as well as new releases and US-exclusive colorways.

As part of the store opening, GU will also reveal a new Men's collaboration with notable fashion brand UNDERCOVER. This collaboration offers a lineup that can be enjoyed by all genders, including pieces featuring detachable sleeves to create multiple silhouettes with one garment that can be worn casually.

To celebrate the opening of GU NY SOHO, the brand will unveil an interactive launch event that mashes up fashion, fun, and culture. The opening weekend activities will transform the GU flagship into a destination full of great clothes and giveaways, including a lucky draw to win the best of Tokyo experiences in NY. At the opening, the first 300 customers will receive a collaborative tote bag designed by Shantell Martin as a gift with a minimum purchase amount. The limited edition tote bag is filled with GU favorites and chance to win experiences like GU shopping trips valued up to $250, and exclusive experiences of Tokyo culture in NY. Additional giveaways include exclusive Japanese treats that will only be available opening weekend. The latest information on the activities will be updated at the events page and on the official GU Instagram account.

Starting August 19th, customers will be able to RSVP for the launch event via Partiful to get updates about the weekend activities, which will run from September 19 through 22.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (RM)