GU

GU is a Japanese discount casual wear designer, manufacturer, and retailer. It is a wholly owned subsidiary of Fast Retailing, the parent company of Uniqlo. The name is a pun of the word jiyū (自由), meaning "liberty, freedom" and its slogan means "more freedom in fashion" . Its signature product is a pair of jeans costing 990 Japanese yen, though they ceased production in January 2014. As of 28 February 2025, there are 478 locations globally. Francesco Risso has been appointed creative director of GU.