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GU vs Awake NY: similarities and differences

Compare brand traits, similarities and differences.

Reference brand: GU Swap brands

GU

Japan Founded 2006

Trends & youth culture · Polished & dressy · Minimal & basics

Awake NY

United States Founded 2012

Streetwear · Trends & youth culture · Sporty & sportswear

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Streetwear

    Awake NY shows a stronger emphasis

  • Trends & youth culture

    GU shows a stronger emphasis

This pair is not included in the similar brands recommendations.

Trait comparison

  • GU (solid line, circles)
  • Awake NY (dashed line, squares)
Traits of GU and Awake NY, shown relative to each brand.
How to read the chart

Traits farther from the centre are more prominent within each brand. The chart uses the same relative display as the brand profile. Area does not indicate brand quality or absolute differences between brands.

Traits by category

Bar lengths show how prominent each trait is within each brand.

  • GU
  • Awake NY
Minimal & basics
GU：Relative prominence within the brand
Awake NY：Relative prominence within the brand
Polished & dressy
GU：Relative prominence within the brand
Awake NY：Relative prominence within the brand
Luxury & heritage
GU：Relative prominence within the brand
Awake NY：Relative prominence within the brand
Avant-garde & designer
GU：Relative prominence within the brand
Awake NY：Relative prominence within the brand
Decoration & playfulness
GU：Relative prominence within the brand
Awake NY：Relative prominence within the brand
Streetwear
GU：Relative prominence within the brand
Awake NY：Relative prominence within the brand
Trends & youth culture
GU：Relative prominence within the brand
Awake NY：Relative prominence within the brand
Sporty & sportswear
GU：Relative prominence within the brand
Awake NY：Relative prominence within the brand
Outdoor & functional
GU：Relative prominence within the brand
Awake NY：Relative prominence within the brand

Basic information

Field
GU
Awake NY
Country Japan United States
Founded 2006 2012
Category Clothing Clothing
Other categories Bags Accessories Footwear Lifestyle products Accessories Footwear Art projects

— indicates information that is not available.

Brand profiles

Collaborations

GU

  • 2025-03-14

    UNDERCOVER

    The first collection, marking its relaunch as “UG,” is scheduled to launch on March 14, 2025.

  • 2021-02-22

    MIHARA YASUHIRO

    In 2021, it announced a collaborative collection featuring remake-style jackets and sneakers.

GU collaborations

Awake NY

  • 2023

    ASICS

    GEL-NYC was reported as Awake NY’s final ASICS collaboration in late 2022 to early 2023, a sneaker release marking the close of an ongoing collaboration.

  • 2019-02-27

    Moncler

    Released on February 27, 2019, the capsule by Awake NY and Moncler features designs combining their logos on items such as vests, hoodies, and T-shirts.

  • Alpha Industries

    The collaboration with AWAKE NY is listed in Alpha Industries’ official European menu. The project combines New York streetwear with Alpha outerwear, but no specific product names or release dates can be confirmed in the RAW data.

Awake NY collaborations

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