GU, the lower-priced brand under Uniqlo owner Fast Retailing, is betting a former luxury fashion designer can help turn $18 jeans into global success. | BLOOMBERG
BLOOMBERG
Jul 18, 2026
GU, the lower-priced brand under Uniqlo owner Fast Retailing, is betting a former luxury fashion designer can help turn $18 jeans into global success.
The retailer, known in Japan for being fashion forward and inexpensive, this week unveiled the first collection overseen by Francesco Risso, the former creative director of Italian luxury label Marni. GU is seeking to use Risso’s collection to build its brand recognition for international expansion and step out of the shadow of its more famous sibling Uniqlo.
The collection, which start sales in Japanese stores in late July, spans six design themes including minimalist, classic, playful and sports-inspired styles in bright color tones and patterns. A pair of jeans will retail for ¥2,990 ($18), about ¥2,000 less than a comparable Uniqlo pair.
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