Behind the rise of GU: The Uniqlo offshoot loved by millennials and Gen Z is the latest cool-kid brand

• GU, a sister brand of Uniqlo, launched in the US last year.
• The fast-fashion brand targets Gen Z with stylish, affordable clothing. 
• The brand sells basics like T-shirts as well as trendy pieces like cargo pants.

Right down the street from Uniqlo’s Broadway store in New York City’s bustling Soho neighborhood is GU — a smaller, nearly identical shop that’s been getting a lot of attention on TikTok lately.

GU was created in 2006 as a sister brand to Uniqlo geared toward Gen Z shoppers. But plenty of millennials shop the brand too.