GU, low-priced, trend-driven sister brand of Uniqlo, to make U.S. debut

Fast Retailing, the parent company of Uniqlo, is bringing another of its brands to the United States.

The Japanese apparel retailer will open the first U.S. location — and first outside of the Asia region — of its GU banner in the fall, on Broadway in the SoHo section of Manhattan. The store, a pop-up, will feature an edited lineup of clothing and accessories for men and women.

GU is close in sound to the Japanese word jiyu, which means freedom. Founded in 2006 in Japan as a sister brand of Uniqlo and part of the Fast Retailing Group, the brand specializes in low-prices, trend-driven fashions

“New York is a place where people with diverse backgrounds come together from around the world, an exciting city where fashion, art, music, and other varied cultural elements intersect,” said Osamu Yunoki, CEO of G.U. Co. “By opening a pop-up shop in the center of Soho, we will be able to reach a wide range of customers, including New York residents as well as tourists.”

According to a report by WWD, the GU pop-up will be open for about a year.