Behind the Rise of GU: The Uniqlo Offshoot Loved by Millennials and Gen Z Is the Latest Cool-Kid Brand

GU, a sister brand of Uniqlo, is gaining popularity among millennials and Gen Z shoppers for its stylish and affordable clothing. Owned by the Japanese retailer Fast Retailing Group, GU has grown to nearly 450 stores in Asia and entered the U.S. market in October 2022. The brand offers basics like logo-free T-shirts and minimalist shoes, as well as trendy pieces like super-wide cargo pants and dainty button-down cardigans, catering to the younger shopper demographic with sensitivity to fashion trends and pop culture moments.