GU Japan: The Ultimate Fashion Destination In Japan?
Visiting Japan and looking for some serious style? Together with the brand, FEMALE explains why GU Japan's a one-stop fashion shop you shouldn’t miss.
Japan has undoubtedly been one of the top travel destinations of 2024. It’s got the colourful cultural sights, artsy experiences, that idiosyncratic blend of the futuristic and old world, and of course it’s often regarded as one of the most fashionable countries in the world. (And, yes, the friendly currency exchange rates have been a real bonus.)
Now here’s another spot to add to your Japan itinerary – or even a whole new reason to book that next flight over: GU Japan.
The pieces from GU Japan are perfect for mixing-and-matching to express one’s personal look. Featured here: the brand’s stretch rib cropped tee, flannel cropped shirt, best-selling barrel leg jeans, rib knit sock boots and utilitarian chic shoulder pouch with a cord sling
WHAT'S GU JAPAN ABOUT?
With over 470 locations – most of which are within Japan – GU Japan has been something of an IYKYK fashion insiders’ haunt among travellers. Founded in 2006 by the Fast Retailing group as a sister brand to Uniqlo, its name is derived from jiyu – the Japanese word for freedom (and, yes, that’s how you should pronounce it too) – and its philosophy is neatly captured in the catchy tagline “Mini Edit Max”.
What this is supposed to mean: maximum styling possibilities at pocket-friendly prices. Its most affordable item is a reusable cotton bag that retails for ¥290, or S$2.55, for example, while one of the priciest pieces in stores now is a melton wool coat that goes for ¥6,990, or S$61.50.
Among the pricier items at GU Japan now is this timeless melton wool coat that retails for ¥6,990 (S$61.50).
Catering to both women and men, GU Japan covers all of one’s wardrobe needs – outerwear, dresses, separates, matching sets, shoes, bags, and even PJs and undies – with new arrivals in store weekly. And with an aesthetic best described as modern casual staples with a youthful spin, everything has been designed so that it can be worn on its own or layered, mixed-and-matched, and dressed up or down.
In short, if you’re looking for a one-stop shop to create a fit that’ll let you express your personal style – and that you can continually remix – GU Japan is a good idea.
WHAT YOU'LL FIND IN GU JAPAN?
Take its long-sleeved stretch rib turtleneck tee that’s in stores for the Winter season, for example. With seamless sides that guarantee a comfy fit, it can be worn with the brand’s knit jacket and tailored midi skirt with a zipper running down its front to channel librarian chic. For a look that’s more Scandi-inspired fashion girlie though, one can pair it with the bubble hem midi skirt and combat-style boots – both examples of how GU Japan makes things that are both trendy yet timeless.
The long-sleeved stretch rib turtleneck tee from GU Japan is a great foundation piece. Above, it’s paired with a chic knit jacket with gold buttons and a tailored skirt for a dose of librarian chic, or the trendy-yet-timeless bubble hem midi skirt for a more demure look.
And not unlike at its sister label Uniqlo, tech and thoughtful design are central to GU Japan. The material used to create this stretch rib turtleneck tee, for example, is anti-static, moisture-wicking, retains heat to help one keep warm in wintry climates, and has an antibacterial and deodorising function. Now how’s that for value?
Another bestseller: the herringbone tuck wide pants that goes as well with a lightweight sweater top for weekends as it does with a crisp shirt on weekdays. You can also throw it into your suitcase for travel: It’s made from a recycled material that’s meant to be easy to care for and does not wrinkle easily even after washing – simply reshape it before drying. And something else that every wearer will appreciate: Its wide belted waist and double tuck design helps create the illusion of longer legs.
With a wide belted waist and double tucks, the herringbone tuck wide pants from GU Japan will help to create the illusion of longer legs. It’s also meant to be easy to care for with a material that does not crease easily and can be easily moulded back into shape after washing.
JUST HOW GOOD IS GU JAPAN?
As part of its efforts to be more eco-conscious, GU Japan often incorporates recycled materials into its designs and has also introduced the RE.GU project: a multi-prong approach that aims to extend the life of every one of its products.
Secondhand GU garments, for example, can be dropped off in stores and will be sorted for distribution to refugees and those in disaster areas according to needs as part of the brand’s partnership with the United Nations High Commissioner for Refugees as well as other non-profit and non-governmental organisations. Meanwhile pieces that can’t be reused are turned into the likes of insulation and soundproofing materials so that they too don’t go to waste.
This pleated midi skirt is one of the many pieces at GU Japan that is made of recycled materials. Here it is matched with a cosy argyle-patterned sweater that’s been treated to feel comfortable against the skin; knee-high boots with a stretchy finish that wraps around the heel and arch for a second-skin feel; and a reversible belt that’s black on one side and silver on the other.
And now for more reasons to visit GU Japan the next time you’re in the country: Any customer who spends a minimum of ¥5,500 (S$48.20) gets to enjoy tax-free shopping while all FEMALE readers who spend at least ¥10,000 (S$87.70) can get an additional five per cent off their bill with this exclusive coupon.
See you there?