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GU vs Firsthand: 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

Firsthand

Japan Founded 2019

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

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Trends & youth culture

    GU shows a stronger emphasis

  • Avant-garde & designer

    Firsthand shows a stronger emphasis

This pair is not included in the similar brands recommendations.

Trait comparison

  • GU (solid line, circles)
  • Firsthand (dashed line, squares)
Traits of GU and Firsthand, 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
  • Firsthand
Minimal & basics
GU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Polished & dressy
GU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Luxury & heritage
GU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Avant-garde & designer
GU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Decoration & playfulness
GU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Streetwear
GU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Trends & youth culture
GU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Sporty & sportswear
GU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Outdoor & functional
GU：Relative prominence within the brand
Firsthand：Relative prominence within the brand

Basic information

Field
GU
Firsthand
Country Japan Japan
Founded 2006 2019
Category Clothing Clothing
Other categories Bags Accessories Footwear Lifestyle products Lifestyle products 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

Firsthand

  • 2025-08-25

    Barbour

    In fall 2025, Firsthand released a special-order Barbour model. It was part of a joint rollout involving three brands, alongside FREAK'S STORE and Freada during the same period.

Firsthand collaborations

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