GU (ジーユー) is a Japanese discount casual wear designer, manufacturer, and retailer.[1] It is a wholly owned subsidiary of Fast Retailing, the parent company of Uniqlo. The name is a pun of the word jiyū (自由), meaning "liberty, freedom" and its slogan means "more freedom in fashion" (ファッションを、もっと自由に). Its signature product[2][3] is a pair of jeans[4] costing ¥990 ($ USD),[5] though they ceased production in January 2014.[6] As of 28 February 2025, there are 478 locations globally.[1]
GU opened its first shop in Chiba Prefecture in October 2006[7] as a more affordable concept in fashion than Uniqlo. In September 2013, the company opened its first overseas shop in Shanghai,[8][9] later expanding to Taiwan in September 2014[10] and South Korea in September 2018.[11][12] In October 2022, GU opened its first pop-up shop in the United States in New York City, selecting SoHo, Manhattan to test out the North American market.[13][14] GU opened its first permanent global flagship store on 19 September 2024, directly opposite from its former location. The pop-up store closed on 31 July 2024, shortly before the flagship store's grand opening.[15][16]
