GU, the Japanese apparel retailer with the brand theme “TOKYO TO SOHO”, announced the launch of its third collaboration collection with UNDERCOVER, the leading Japanese fashion brand with an unmatched presence. Items will be available at the GU store in Soho, New York from Friday, March 22nd.
Started by designer Jun Takahashi in 1990, UNDERCOVER brings together elements from art, music, and subculture to create collections with a unique worldview. This latest offering arose from the fusion of UNDERCOVER’s distinctive perspective of wanting to make clothes that “seem familiar but that no one has seen before,” and GU’s concept of “FREEDOM” allowing everyone to enjoy fashion freely.
The collection has 21 items including biker jackets and mods fishtail parkas with detachable parts
Starting from the keyword “KOZMIK/NOISE,” the approach for this collection is to take items that at first glance seem basic and alter their look and how they’re worn. For men’s essentials such as the biker jacket, mods fishtail parka, and utility pants, the sleeves, hem, and body have a convertible design with detachable parts, while shirts, cut-and-sew, and knits are created in an inside-out design that shows details that are usually hidden. In addition to apparel, the 21-piece collection includes items that can be enjoyed regardless of generation or gender, including shoes, bags, and pin badges to attach to various items.
Triple collaboration items using UNIVERSAL MONSTERS graphic
The collection also includes “triple collaboration” items featuring graphics from the UNIVERSAL MONSTERS* characters such as Frankenstein and Creature from the Black Lagoon. Be sure to note the graphics from the dark fantasy worldview characteristic of UNDERCOVER designer Takahashi.
Undercover Designer – Jun Takahashi
Designer Jun Takahashi said: “Starting from New York, I aim to create a more global brand and bring well-designed clothing to the world. I strongly empathize with GU’s vision. Through this collaboration, I have a chance to convey the taste of UNDERCOVER on a scale that I can’t with the brand alone. I want to embrace those possibilities further. As I learned about GU’s manufacturing, I gained a respect for how GU can achieve this level of quality at this price for even a single piece of fabric, even as this made me feel somewhat threatened as a person in the apparel industry. I felt that there are many aspects of my own way of thinking about daily wear that overlap with the GU concept of apparel manufacturing, so building on simple designs that readily appeal to everyone, I incorporated UNDERCOVER-like details throughout the collection. I hope that this collaboration will be an opportunity for people of all generations and regions to learn more about UNDERCOVER and GU.”
To view the collection, click here.
GU, the Japanese apparel retailer with the brand theme “TOKYO TO SOHO”, announced the launch of its third collaboration collection with UNDERCOVER, the leading Japanese fashion brand with an unmatched presence. Items will be available at the GU store in Soho, New York from… pic.twitter.com/35kWkAznA3
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