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Uniqlo’s Sister Brand Has a New Line From a Renowned Japanese Designer

Jun Takahashi, founder and designer of Undercover, debuts his new GU collection dubbed UG.

a tan camo hooded jacket from UG by UnicloUniqlo
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By Brad Lanphear

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GU is Uniqlo’s sister brand aimed at a younger crowd. It is more experimental, colorful, trendy and affordable, even by Uniqlo standards.

Despite the prices, GU is far from fast fashion. The quality is on par with Uniqlo in terms of top value for the low prices, and the collections are well thought out.

a man in a camo jacket, t-shirt and black hat
GU’s new UG line by Jun Takahashi includes everything from outerwear and suits to socks and hats.
Uniqlo

GU leans heavily into Japanese streetwear culture, so collaborating with Jun Takahashi makes perfect sense. He is the founder and lead designer of Undercover, a highly respected streetwear brand.

Takahashi’s design signature is blending bold graphics and casual staples with classical luxury designs and fabrics. Think of a blend between Thom Brown, Comme des Garcons and Supreme.

His new collection for GU, dubbed Silent Noise, embraces the brand’s casual aspect and draws strong inspiration from the 1990s. It blends desert camo and baggy washed-out denim with oversized tailoring and cheeky graphics.

a man in a bomber jacket and camo pants
UG debuts with the Silent Noise collection for Spring 2025.
Uniqlo

Silent Noise marks the first collection in a new sub-label, somewhat confusingly called UG. Takahashi will be the lead designer for UG by UG, with a second spring/summer 2025 collection coming later in the year.

UG is a full-range label, including everything from outerwear and tailoring to socks and underwear.

Here is a sampling of some of the highlight pieces from the UG Silent Noise collection, now available from GU.

A classic work shirt with a twist

a man in a long green over shirtGU

GU x Undercover UG Tunic Shirt

This 100-percent cotton boxy-fit work shirt has two patch chest pockets and two vented hand pockets. The lower section is detachable with a zipper. It comes in olive or black chino and washed-out denim.

This 100-percent cotton boxy-fit work shirt has two patch chest pockets and two vented hand pockets. The lower section is detachable with a zipper. It comes in olive or black chino and washed-out denim.

A contemporary black suit jacket

The most Undercover-like piece in the collection is this baggy suit jacket. It has a classic form embellished with details like a zipper on the breast pocket, the back center hem placed on the outside and a rough hem on the sleeves. It is available in black and gray.

A versatile EDC bag

a tan camo Silent Noise bag from UniqloUniqlo

GU x Undercover UG

This multifunction bag has a detachable handle and a detachable shoulder strap. It is built from sturdy, water-resistant polyester canvas. On one side, there is a large zip pocket, and on the other, there is a slim snap patch pocket. It comes in desert camo, black and olive.

This multifunction bag has a detachable handle and a detachable shoulder strap. It is built from sturdy, water-resistant polyester canvas. On one side, there is a large zip pocket, and on the other, there is a slim snap patch pocket. It comes in desert camo, black and olive.

Liberty vs. the Big Apple

This oversized, 1990s-fit 100-percent cotton t-shirt features a graphic of the Statue of Liberty staring down a giant, hungry-looking apple. Inside the apple is an explanation of the Silent Noise collection title.

A cheeky hat

This soft adjustable baseball hat is made from a polyester and cotton blend. The “devil burger” graphic was designed specifically for this collection.

A military inspired rain jacket

Vintage M65 jackets loosely inspire this polyester hooded jacket. It has two flap hand pockets and a large exterior zip pocket on the breast. The storm hood zipper has a button flap cover. There are waist and bottom cinches, and the cuffs are adjustable with velcro. It comes in olive and black.

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