{"id":1950258,"date":"2026-05-19T15:52:46","date_gmt":"2026-05-19T12:52:46","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1950258"},"modified":"2026-05-19T15:52:46","modified_gmt":"2026-05-19T12:52:46","slug":"gu-is-uniqlo-for-gen-z-and-no-one-is-talking-about-it","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1950258","title":{"rendered":"GU Is UNIQLO for Gen Z \u2014 And No One Is Talking About It"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg&#8221;]<\/p>\n<article class=\"articleCore___jz22v articleCore___jz22v story___rLN7E isFullscreenHero\" data-view=\"post\" data-layout=\"story\">\n<div class=\"main___V1upB hasSocialInteraction___TBOhu\">\n<aside data-cy=\"interactionSidebar\" class=\"interactionSidebar___EDQxW available___tb6a0\">\n<div data-cy=\"interactionBar\" class=\"wrapper___dWPrU interaction___uYGM3 isMobileViewportVisible___YNYTW\"><dialog data-cy=\"socialInteractionDialog\" class=\"socialInteractionDialog___htkzc\"><\/p>\n<div class=\"popUp___yNTzH\">\n<div class=\"formWrapper___x07Hy\">\n<h2 class=\"title___cm6PA family-condensed--l___yWgh0 title___KCPPY\">Join Highsnobiety<\/h2>\n<p class=\"proposition___VFmd1\">Create an account to share your reaction and engage with the community.<\/p>\n<p class=\"termsConditions___kwJoC\">By signing up, you agree to Highsnobiety\u2019s Privacy Policy and Terms &amp; Conditions.<\/p>\n<\/div>\n<p class=\"signInLink___l3OAU\">Already have an account?<\/p>\n<\/div>\n<p><\/dialog><\/p>\n<ul class=\"container___SI5Ew\">\n<li class=\"entry___HjU75\">\n<li data-cy=\"shareButton\" class=\"entry___HjU75 share___gZUzS\" aria-label=\"share button\"><span class=\"label___uDgPg\">Share<\/span><\/li>\n<\/ul>\n<\/div>\n<\/aside>\n<div data-cy=\"article-hero\" class=\"articleHero___dPxjY articleHero___Ffkz7 story aboveTheFold___Z8hoF splitscreen___iyr7k fullscreen___h4hSL\">\n<div class=\"heroSplitScreen___cDUSq left___iIuGE hero\">\n<div class=\"mediaContainer___FDIqZ\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu responsiveImage___eTIU7\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg?fp-x=0.45&amp;fp-y=0.35&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=4%3A5&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"metaContainer___XFBTG\">\n<h2 class=\"title___cm6PA family-condensed--xxl___WuxmG articleTitle___Svyxo\">GU Is UNIQLO for Gen Z. Why Isn\u2019t Anyone Talking About It?<\/h2>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"articleContent____2C5X articleContent___Zx74X story\">\n<div class=\"floatingAd___O6gNm unit___LNwAM mpu___jBf9d mobile\" data-cy=\"unit-mpu-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ mpu___KZGD5 loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Fashion-industry commentators hardly noticed\u00a0when Fast Retailing, parent company of UNIQLO, opened the first North American flagship for GU, a sub-brand featuring trendier styles at cheaper prices, in New York City in 2024.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">UNIQLO is arguably the most important fast-casual clothing line in the world, and the arrival of GU in America signified something huge in the supremely competitive space. Yet only a couple of trade publications paid the store opening much attention. <\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">The kids, however, were all ears.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">It\u2019s easy \u2014 if not downright responsible \u2014 to be skeptical of fast fashion. The industry is largely propped up by exploitative labor, has a brutal environmental impact, produces products that are meant to be disposable. This is also a space so clogged that a sub-brand of an already ubiquitous retail giant gets lost in a world full of Zaras, SHEINs, and FashionNovas. But GU has staying power. Its success is obvious and predicated on organic demand that money can\u2019t buy. GU\u2019s word-of-mouth teen-shopper appeal smacks of Brandy Melville-level buzz, without any Brandy\u2019s worst tendencies. Even then, it took years for the industry at large to become aware of Brandy\u2019s appeal because, frankly, adults tend to be skeptical of taking young folks&#8217; tastes seriously until they become too big to ignore. GU is in the same boat&#8230; for now.<\/p>\n<div class=\"wrapper___N97kr ad___MM81U\">\n<div id=\"inpost-ad-0\" class=\"content\">\n<div class=\"unit___LNwAM unit___LNwAM inpost-first___BTdUp mobile\" data-cy=\"unit-inpost-first-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ inpost-first___V5atz loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentImage___ZtTiP image___Zd0tF extended___kLMaF story___Joh3V\" role=\"dialog\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu withCredits\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.2 270w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.4 540w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.6 810w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.8 1080w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350 1350w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.2 270w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.4 540w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.6 810w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.8 1080w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350 1350w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/div>\n<\/div>\n<div class=\"mediaMeta___aiMkN metaContainerWrap___AuTpG credits___pxd4E\"><span><\/p>\n<div class=\"creditText___rHdWt\">gu<\/div>\n<p><\/span><\/div>\n<\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">GU\u2019s profits are up a whopping 20% year over year as of January. A great deal of that success is driven by its nearly 500 locations in Japan, but its Western audience is growing as the brand catches on stateside. A trip to Soho proves this \u2014 GU shopping bags are ubiquitous downtown, as young shoppers flood the low-key Broadway location.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Plus, good chunk of the over-quarter-million TikTok videos tagged #GU are in English, despite there only being a single GU location outside of Asia. Many of those videos are unboxings for product as disparate as sneakers, hoodies, bags, and pleated slacks, demonstrating broad demand. Maybe it&#8217;s the two-letter name.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">GU \u2014 named as a pun on <em>j\u012by\u016b<\/em>, or the Japanese word for \u201cfreedom\u201d \u2014 borrows the modus operandi of UNIQLO by specializing in simple, affordable staples while skewing trendier than its sibling. Like UNIQLO, GU bestsellers, helpfully listed on its website, are basics such as T-shirts and jeans. Also like UNIQLO, you\u2019ll notice that certain product pages feature textile breakdowns, like for GU\u2019s  \u201cdry\u201d boxy tees. <\/p>\n<div class=\"wrapper___N97kr ad___MM81U\">\n<div id=\"inpost-ad-1\" class=\"content\">\n<div class=\"unit___LNwAM unit___LNwAM inpost-subsequent___Sc3p8 mobile\" data-cy=\"unit-inpost-subsequent-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ inpost-subsequent___VUHkN loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentEmbed___NLbCs embed___J_49g story___P_PZz\">\n<div class=\"embed___lZwjR contentDynamicEmbed___pVwCy\" id=\"embed-drNvsylHSxGP5invDAqwEw\">\n<div class=\"content___bNOox\">\n<div class=\"loader___mW2wf\">\n<div class=\"embedConsentDisclaimer___DWdTC disclaimer___IUAcY hide___GB24J\">\n<div class=\"title___cm6PA family-condensed--l___yWgh0 title___T6HTf\">Your Highsnobiety privacy settings have blocked this Tiktok.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Unlike UNIQLO, GU bestsellers are of-the-moment items: barrel-leg jeans, jorts, thick grey hoodies, and half-sleeve coaches jackets. This isn\u2019t a brand designing an ageless millennial wardrobe, but one very aware of what\u2019s popping on TikTok. GU\u2019s collections are geared to be more of-the-moment than those from UNIQLO but are still presented as evergreen essentials. They\u2019re also extra affordable: Nearly everything at GU costs less than $60, a price point clearly intended to appeal to younger shoppers.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Part of what makes UNIQLO feel more special than its fast-fashion peers is its industry bonafides. Former Givenchy overseer Clare Waight Keller is its creative director. Seasonal collections are designed by Cristophe Lemaire and Dior\u2019s Jonathan Anderson. This helps it feel more like the patient clothing company it purports to be.<\/p>\n<div class=\"wrapper___N97kr ad___MM81U\">\n<div id=\"inpost-ad-2\" class=\"content\">\n<div class=\"unit___LNwAM unit___LNwAM inpost-subsequent___Sc3p8 mobile\" data-cy=\"unit-inpost-subsequent-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ inpost-subsequent___VUHkN loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"parallax___NUJyQ extended___qZ7NO story___yqBp9 parallaxImageGrid___BDhFD\">\n<div class=\"contentParallaxImageGrid___eS3eK grid_6___MopQa\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH grid-item___MaDVD\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz grid-item-wrapper___wYc5P\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><\/div>\n<\/div>\n<\/div>\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH grid-item___MaDVD\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz grid-item-wrapper___wYc5P\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"mediaCredits___kCTfN\"><span><\/p>\n<div class=\"creditText___hgcW9\">Highsnobiety, Highsnobiety<\/div>\n<p><\/span><\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Rather than partnering with household names of a similar stripe, GU collaborates with Japanese and Japan-aligned labels like UNDERCOVER, Mihara Yasuhiro, ROKH, and Engineered Garments to create capsules of approachable clothes that still have an elevated air. It feels insider-y but remains wearable. <\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">And GU has greater aspirations. It recently appointed Francesco Risso, formerly of Marni, as creative director; Risso\u2019s first collections arrive at the end of 2026. Also, it\u2019s almost certainly planning more stores outside of Asia (no plans have been announced, but with UNIQLO\u2019s continued expansion and the success of GU\u2019s NYC store, it\u2019s safe to assume). <\/p>\n<div class=\"contentEmbed___NLbCs embed___J_49g story___P_PZz\">\n<div class=\"embed___lZwjR contentDynamicEmbed___pVwCy\" id=\"embed-E9-CcJMWS3aKzwbROjoBAQ\">\n<div class=\"content___bNOox\">\n<div class=\"loader___mW2wf\">\n<div class=\"embedConsentDisclaimer___DWdTC disclaimer___IUAcY hide___GB24J\">\n<div class=\"title___cm6PA family-condensed--l___yWgh0 title___T6HTf\">Your Highsnobiety privacy settings have blocked this Tiktok.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"wrapper___N97kr ad___MM81U\">\n<div id=\"inpost-ad-3\" class=\"content\">\n<div class=\"unit___LNwAM unit___LNwAM inpost-subsequent___Sc3p8 mobile\" data-cy=\"unit-inpost-subsequent-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ inpost-subsequent___VUHkN loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Even with all this going for it, GU still feels like an underdog. On its social pages, GU pushes microtrend aesthetics and of-the-moment items, but its engagement is relatively low. Its broader presence escapes the industry at large, which aligns with Fast Retailing\u2019s relative indifference to splashy advertising. This is the word-of-mouth approach that fueled UNIQLO\u2019s rise. Build it, and they will come. <\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Back in 2006, UNIQLO was a best-kept secret of accessible fashion, attempting to break into the Western market through campaigns that highlighted its real-world sensibilities. For a while, it was only known by true believers. Today, it\u2019s an international gold standard of something beyond fast fashion.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">GU\u2019s similarly stealthy start feels like the beginning of something massive. After all, as history so often proves, the kids are usually onto this sort of thing long before anyone else.\u00a0<\/p>\n<\/div>\n<footer class=\"articleFooter___KgB90 articleFooter____oGOd hasSocialInteraction___TBOhu story\">\n<ul class=\"tagButtonGroup___DEUl1 tags___irEU7\">\n<li class=\"tagButtonGroupItem___gemOI\"><span class=\"tagButton___ZRzr4 tag___v4cqZ\">uniqlo<\/span><\/li>\n<li class=\"tagButtonGroupItem___gemOI\">\n<li class=\"tagButtonGroupItem___gemOI\"><\/ul>\n<div class=\"wrapper___ny_aw\">\n<div class=\"articleAuthor___lboFb\">\n<div class=\"info___ssZkH\">\n<div class=\"author___1tx8O\"><span class=\"name___DNm3E\">Tres Dean<\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/footer>\n<\/div>\n<\/article>\n<div class=\"articleContent____2C5X articleContent___Zx74X story\">\n<div class=\"floatingAd___O6gNm unit___LNwAM mpu___jBf9d mobile\" data-cy=\"unit-mpu-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ mpu___KZGD5 loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Fashion-industry commentators hardly noticed\u00a0when Fast Retailing, parent company of UNIQLO, opened the first North American flagship for GU, a sub-brand featuring trendier styles at cheaper prices, in New York City in 2024.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">UNIQLO is arguably the most important fast-casual clothing line in the world, and the arrival of GU in America signified something huge in the supremely competitive space. Yet only a couple of trade publications paid the store opening much attention. <\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">The kids, however, were all ears.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">It\u2019s easy \u2014 if not downright responsible \u2014 to be skeptical of fast fashion. The industry is largely propped up by exploitative labor, has a brutal environmental impact, produces products that are meant to be disposable. This is also a space so clogged that a sub-brand of an already ubiquitous retail giant gets lost in a world full of Zaras, SHEINs, and FashionNovas. But GU has staying power. Its success is obvious and predicated on organic demand that money can\u2019t buy. GU\u2019s word-of-mouth teen-shopper appeal smacks of Brandy Melville-level buzz, without any Brandy\u2019s worst tendencies. Even then, it took years for the industry at large to become aware of Brandy\u2019s appeal because, frankly, adults tend to be skeptical of taking young folks&#8217; tastes seriously until they become too big to ignore. GU is in the same boat&#8230; for now.<\/p>\n<div class=\"wrapper___N97kr ad___MM81U\">\n<div id=\"inpost-ad-0\" class=\"content\">\n<div class=\"unit___LNwAM unit___LNwAM inpost-first___BTdUp mobile\" data-cy=\"unit-inpost-first-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ inpost-first___V5atz loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentImage___ZtTiP image___Zd0tF extended___kLMaF story___Joh3V\" role=\"dialog\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu withCredits\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.2 270w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.4 540w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.6 810w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.8 1080w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350 1350w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.2 270w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.4 540w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.6 810w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350&amp;dpr=0.8 1080w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1777923857-gu-clothing-brand-explained-2.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=1350%3A900&amp;w=1350 1350w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/div>\n<\/div>\n<div class=\"mediaMeta___aiMkN metaContainerWrap___AuTpG credits___pxd4E\"><span><\/p>\n<div class=\"creditText___rHdWt\">gu<\/div>\n<p><\/span><\/div>\n<\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">GU\u2019s profits are up a whopping 20% year over year as of January. A great deal of that success is driven by its nearly 500 locations in Japan, but its Western audience is growing as the brand catches on stateside. A trip to Soho proves this \u2014 GU shopping bags are ubiquitous downtown, as young shoppers flood the low-key Broadway location.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Plus, good chunk of the over-quarter-million TikTok videos tagged #GU are in English, despite there only being a single GU location outside of Asia. Many of those videos are unboxings for product as disparate as sneakers, hoodies, bags, and pleated slacks, demonstrating broad demand. Maybe it&#8217;s the two-letter name.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">GU \u2014 named as a pun on <em>j\u012by\u016b<\/em>, or the Japanese word for \u201cfreedom\u201d \u2014 borrows the modus operandi of UNIQLO by specializing in simple, affordable staples while skewing trendier than its sibling. Like UNIQLO, GU bestsellers, helpfully listed on its website, are basics such as T-shirts and jeans. Also like UNIQLO, you\u2019ll notice that certain product pages feature textile breakdowns, like for GU\u2019s  \u201cdry\u201d boxy tees. <\/p>\n<div class=\"wrapper___N97kr ad___MM81U\">\n<div id=\"inpost-ad-1\" class=\"content\">\n<div class=\"unit___LNwAM unit___LNwAM inpost-subsequent___Sc3p8 mobile\" data-cy=\"unit-inpost-subsequent-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ inpost-subsequent___VUHkN loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentEmbed___NLbCs embed___J_49g story___P_PZz\">\n<div class=\"embed___lZwjR contentDynamicEmbed___pVwCy\" id=\"embed-drNvsylHSxGP5invDAqwEw\">\n<div class=\"content___bNOox\">\n<div class=\"loader___mW2wf\">\n<div class=\"embedConsentDisclaimer___DWdTC disclaimer___IUAcY hide___GB24J\">\n<div class=\"title___cm6PA family-condensed--l___yWgh0 title___T6HTf\">Your Highsnobiety privacy settings have blocked this Tiktok.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Unlike UNIQLO, GU bestsellers are of-the-moment items: barrel-leg jeans, jorts, thick grey hoodies, and half-sleeve coaches jackets. This isn\u2019t a brand designing an ageless millennial wardrobe, but one very aware of what\u2019s popping on TikTok. GU\u2019s collections are geared to be more of-the-moment than those from UNIQLO but are still presented as evergreen essentials. They\u2019re also extra affordable: Nearly everything at GU costs less than $60, a price point clearly intended to appeal to younger shoppers.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Part of what makes UNIQLO feel more special than its fast-fashion peers is its industry bonafides. Former Givenchy overseer Clare Waight Keller is its creative director. Seasonal collections are designed by Cristophe Lemaire and Dior\u2019s Jonathan Anderson. This helps it feel more like the patient clothing company it purports to be.<\/p>\n<div class=\"wrapper___N97kr ad___MM81U\">\n<div id=\"inpost-ad-2\" class=\"content\">\n<div class=\"unit___LNwAM unit___LNwAM inpost-subsequent___Sc3p8 mobile\" data-cy=\"unit-inpost-subsequent-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ inpost-subsequent___VUHkN loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"parallax___NUJyQ extended___qZ7NO story___yqBp9 parallaxImageGrid___BDhFD\">\n<div class=\"contentParallaxImageGrid___eS3eK grid_6___MopQa\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH grid-item___MaDVD\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz grid-item-wrapper___wYc5P\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134239-img_6546.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><\/div>\n<\/div>\n<\/div>\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH grid-item___MaDVD\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz grid-item-wrapper___wYc5P\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.2 576w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.4 1152w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.6 1728w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880&amp;dpr=0.8 2304w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134290-img_6548.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3024%3A4032&amp;w=2880 2880w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"mediaCredits___kCTfN\"><span><\/p>\n<div class=\"creditText___hgcW9\">Highsnobiety, Highsnobiety<\/div>\n<p><\/span><\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Rather than partnering with household names of a similar stripe, GU collaborates with Japanese and Japan-aligned labels like UNDERCOVER, Mihara Yasuhiro, ROKH, and Engineered Garments to create capsules of approachable clothes that still have an elevated air. It feels insider-y but remains wearable. <\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">And GU has greater aspirations. It recently appointed Francesco Risso, formerly of Marni, as creative director; Risso\u2019s first collections arrive at the end of 2026. Also, it\u2019s almost certainly planning more stores outside of Asia (no plans have been announced, but with UNIQLO\u2019s continued expansion and the success of GU\u2019s NYC store, it\u2019s safe to assume). <\/p>\n<div class=\"contentEmbed___NLbCs embed___J_49g story___P_PZz\">\n<div class=\"embed___lZwjR contentDynamicEmbed___pVwCy\" id=\"embed-E9-CcJMWS3aKzwbROjoBAQ\">\n<div class=\"content___bNOox\">\n<div class=\"loader___mW2wf\">\n<div class=\"embedConsentDisclaimer___DWdTC disclaimer___IUAcY hide___GB24J\">\n<div class=\"title___cm6PA family-condensed--l___yWgh0 title___T6HTf\">Your Highsnobiety privacy settings have blocked this Tiktok.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"wrapper___N97kr ad___MM81U\">\n<div id=\"inpost-ad-3\" class=\"content\">\n<div class=\"unit___LNwAM unit___LNwAM inpost-subsequent___Sc3p8 mobile\" data-cy=\"unit-inpost-subsequent-mobile\">\n<div class=\"responsive___KSmqc\">\n<div class=\"wrapper___owmfY\">\n<div class=\"alignmentContainer___haZv1\">\n<div class=\"unitPlaceholder___vMDqv placeholder___Tc5SZ inpost-subsequent___VUHkN loading___zCmWo\">\n<div class=\"fallback___rq4GK\"><span class=\"fallback-text___XWrfo\"><span class=\"step-1___Symfg\">Want to stay in the loop?<\/span><span class=\"step-2___oq_v8\">We&#8217;ve got you covered<\/span><span class=\"step-3___Fqlu0\">Download the<br \/>\nHighsnobiety\u00a0App now<\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Even with all this going for it, GU still feels like an underdog. On its social pages, GU pushes microtrend aesthetics and of-the-moment items, but its engagement is relatively low. Its broader presence escapes the industry at large, which aligns with Fast Retailing\u2019s relative indifference to splashy advertising. This is the word-of-mouth approach that fueled UNIQLO\u2019s rise. Build it, and they will come. <\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">Back in 2006, UNIQLO was a best-kept secret of accessible fashion, attempting to break into the Western market through campaigns that highlighted its real-world sensibilities. For a while, it was only known by true believers. Today, it\u2019s an international gold standard of something beyond fast fashion.<\/p>\n<p class=\"paragraph___lU_Ty paragraph-paragraph10___Jilbr contentParagraph___u9L2Q paragraph___bcvQh\">GU\u2019s similarly stealthy start feels like the beginning of something massive. After all, as history so often proves, the kids are usually onto this sort of thing long before anyone else.\u00a0<\/p>\n<\/div>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1776177754-header-2.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-14192280\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">Put Your Shins Away This Summer. These Pants Are Better<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Style<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Patrick Grady<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-04-15T14:03:00.000Z\" class=\"published___OncXt since\">1 month ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1773852886-header-ww-pants.png?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-14154385\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">Workwear Pants That Are Clocking Overtime This Spring<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Style<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Patrick Grady<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-03-26T10:35:01.000Z\" class=\"published___OncXt since\">2 months ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1738665010-mfw20_paris_sacai_julien_tell_72.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-14264430\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">The Japanese Clothing Brands Every Highsnobiety Reader Should Know &amp; Where to Buy Them<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Style<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Patrick Grady<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-03-11T11:22:00.000Z\" class=\"published___OncXt since\">2 months ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1770825743-jw-anderson-uniqlo-ss26.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-ZtlBLtjjTcCVcBZXvVR5MA\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">Jonathan Anderson Just Brought His Dior Aesthetic to UNIQLO<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Style<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Tom Barker<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-02-11T18:22:00.000Z\" class=\"published___OncXt since\">3 months ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1766005183-uniqlo-jil-sander-plus-j-2025-7.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-Iq9wYKybRAepX3BFzbikIQ\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">17 Years After Jil Sander&#8217;s UNIQLO Collab Predicted the Future, It&#8217;s Back<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Style<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Jake Silbert<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2025-12-21T19:00:00.000Z\" class=\"published___OncXt since\">5 months ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779220215-new-balance-1906-2xn-loafer-blue.jpeg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-Sj7IKgUxRwG6elmoJ1YXRw\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">New Balance&#8217;s Brand New Baby Blue Loafer Is Summer Fridays as a Shoe<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Sneakers<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Tayler Adigun<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-05-22T22:44:01.000Z\" class=\"published___OncXt since\">1 hour ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779465981-gentle-monster-google-samsung.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-etP4NxThQgCuSMb2NGPKew\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">Smart Glasses Are Getting Swaggy<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Style<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Tom Barker<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-05-22T21:33:00.000Z\" class=\"published___OncXt since\">2 hours ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467603-bad-bunny-adidas-ballerina-flamboyan-red-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-GFzz-XtQT5eirXtKa7tAEA\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">Bad Bunny&#8217;s Beautiful Red adidas Sneaker Feels Like Summer<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Sneakers<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Morgan Smith<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-05-22T20:44:01.000Z\" class=\"published___OncXt since\">3 hours ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467430-adidas-tokyo-contempo-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-SdHZZXqjSMql8XUL6TKcDA\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">Over Being Flat, adidas\u2019 Tokyo Sneaker Becomes a Thicc Runner <\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Sneakers<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Morgan Smith<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-05-22T20:12:13.000Z\" class=\"published___OncXt since\">4 hours ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467311-new-balance-breeze-mary-jane-beige-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-bleaAOHURX6K8di5vu0JjQ\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">New Balance\u2019s Dad-ish Mary Jane Sneaker Is Extra Beautiful in Beige<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Sneakers<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Morgan Smith<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-05-22T19:39:34.000Z\" class=\"published___OncXt since\">4 hours ago<\/time><\/footer>\n<\/div>\n<\/article>\n<article class=\"teaser___DfYgY teaser___jhPfR\" data-cy=\"teaser\">\n<div class=\"image imageSection____8002\" data-cy=\"teaser-image\">\n<div role=\"presentation\" class=\"responsiveImageWrapper___WSCZH\">\n<div class=\"responsiveImage___eTIU7 container___EL4Fu\" data-cy=\"responsiveImage\">\n<div class=\"wrapper___bGRjz\"><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><source srcset=\"https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.2 191w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.4 383w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.6 575w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5&amp;dpr=0.8 766w,https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779467166-nike-sb-air-max-ishod-tennis-ball-0.jpg?fp-x=0.5&amp;fp-y=0.5&amp;fit=crop&amp;auto=compress%2Cformat&amp;cs=srgb&amp;ar=3%3A2&amp;w=958.5 958w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" media=\"(min-width: 0px) and (max-width: 639px)\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"contentSection___s6xm3 contentSection___rTYjj\">\n<div id=\"linkLabelId-V5qjxklXQtq93MYIBM7V_A\" class=\"title___cm6PA family-sans-black--s___C3SnE title headline___bPfCI\"><span data-cy=\"teaser-headline\">Nike\u2019s Brightest Air Max Skate Sneaker Knows (Tennis) Ball<\/span><\/div>\n<footer class=\"footer___lyeFj footer___KVyJH info___UpZr4\">\n<ul class=\"categoryList___dNv2e categories___epmgJ\" data-cy=\"teaser-categories\">\n<li class=\"categoryItem___gUdai\">Sneakers<\/li>\n<\/ul>\n<div class=\"author___X9sGK\">Morgan Smith<span class=\"separator\">\/<\/span><\/div>\n<p><time data-cy=\"teaser-date\" datetime=\"2026-05-22T19:10:47.000Z\" class=\"published___OncXt since\">5 hours ago<\/time><\/footer>\n<\/div>\n<\/article>\n<p>[analyse_source url=&#8221;http:\/\/highsnobiety.com\/p\/gu-clothing-brand-explained\/&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/www.highsnobiety.com\/static-assets\/dato\/1779134349-img_6530.jpeg&#8221;] Join Highsnobiety Create an account to share your reaction and engage with the community. By signing up, you agree to Highsnobiety\u2019s Privacy Policy and Terms &amp; Conditions. Already have an account? Share GU Is UNIQLO for Gen Z. Why Isn\u2019t Anyone Talking About It? Want to stay in the loop?We&#8217;ve got you [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,56],"class_list":["post-1950258","post","type-post","status-publish","format-standard","hentry","category-politics","tag-crawlmanager","tag-highsnobiety-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1950258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1950258"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1950258\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1950258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1950258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1950258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}