The fashion brand GU has collaborated with UNDERCOVER designer Jun Takahashi to introduce a new line, “UG.” This collection will be available in GU stores nationwide and online from Friday, March 14, 2025. With the concept of “SILENT/NOISE,” the designs bring a subtle yet striking disruption to everyday fashion.
The Concept and Background of “UG”
“UG” is a collaboration between GU and UNDERCOVER, offering a fresh perspective on fashion. Takahashi states, “By adding UNDERCOVER-style design—‘noise’—to everyday wear, I want to provide wearers with a pleasant sense of stimulation in their daily lives.” This unique collection blends GU’s affordability with UNDERCOVER’s experimental design.
The “UG” logo symbolizes the seamless fusion of GU and UNDERCOVER. Throughout the collection, elements of “noise” represent the brand’s philosophy. Notable details include inside-out seams, raw-edge finishes, and the original “Fang Camo” pattern—a fresh take on camouflage with a bold, fanged motif.
Key Items in the Collection
The first collection features 19 men’s items, reinterpreting GU’s staples with UNDERCOVER’s signature twist.
Sweatshirts & T-Shirts
- Simple yet striking designs with bold graphics and prints
- Raw-edge and distressed details for a unique finish
Utility Pants
- Cargo-style silhouettes with meticulous attention to shape
- A balance of functionality and fashion
Broad Shirts
- Classic yet modern designs with accentuated stitching and distressed effects
“Fang Camo” Series
- UNDERCOVER’s signature camouflage featuring a fang motif
- A blend of edginess and playfulness
Spotlight: Jacket & Slacks Setups
This collection introduces jacket and slacks setups for the first time in a GU × UNDERCOVER collaboration. According to Takahashi, “This is a first for our collaboration, and we focused on achieving a perfect balance of intricate details.” The designs offer a casual yet refined style, making them versatile for both casual and formal occasions.
Jun Takahashi on the Appeal of “UG”
Takahashi also shared insights into his design process for “UG.” He emphasized the importance of balancing price and quality, saying, “When working with GU, I constantly think about how to infuse my design identity while maintaining an accessible price point.”
Regarding the “SILENT/NOISE” concept, he explained, “Even within subtle designs, a strong message can be conveyed. These pieces aren’t flashy, but upon closer look, the intricate details stand out.”
“UG” – Adding ‘Noise’ to Everyday Fashion
Designed by GU and UNDERCOVER’s Jun Takahashi, “UG” is a must-see collection for those seeking a fresh take on everyday fashion. With simple yet subtly disruptive designs, this line expands the boundaries of contemporary style.
UG 2025 Sales Information & Purchase Restrictions
The “UG” collection will be released on Friday, March 14, 2025, in GU stores nationwide and online.
- Online sales will start at 8:15 AM (JST).
- Due to high demand, purchases are limited to two pieces per pattern/color per person.
- Resale for profit is strictly prohibited.
UG 2025 Product Data
| Category | Details |
|---|---|
| Release Date | March 14, 2025 (Friday) |
| Sales Channels | GU stores nationwide & online store |
| Number of Items | 19 men’s items |
| Price Range | TBD |
| Size Range | XS–3XL (XS, XXL, 3XL available online only) |
| Shoes | 25cm, 26cm, 27cm, 28cm, 29cm (29cm available online only) |
| Socks | 23-25cm, 25-27cm, 27-29cm (23-25cm, 27-29cm available online only) |
| Purchase Limit | Max 2 pieces per pattern/color per person |
| Resale Restrictions | Resale for profit prohibited |
The official release date is March 14, 2025 (Friday)! Be sure to check it out!