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GU vs Kith: 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

Kith

United States Founded 2011

Trends & youth culture · Streetwear · Sporty & sportswear

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Streetwear

    Kith shows a stronger emphasis

  • Sporty & sportswear

    Kith shows a stronger emphasis

This pair is not included in the similar brands recommendations.

Trait comparison

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

Basic information

Field
GU
Kith
Country Japan United States
Founded 2006 2011
Category Clothing Clothing
Other categories Bags Accessories Footwear Lifestyle products Bags Accessories Footwear Lifestyle products

— indicates information that is not available.

Brand profiles

Brand lines

GU

No information is available.

Kith

  • Kith Women

    A women-only derivative line launched by Kith to expand into womenswear beyond its primarily menswea...

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  • Kith Kids

    A kids' line that adapts Kith's worldview and signature elements for children. Released under the Ki...

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  • Kith Baby

    A derivative line focused on an even younger age group (babies) than Kith Kids, offering a structure...

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  • Kith Treats

    A food and dessert offshoot brand developed by Kith to expand the in-store experience, it launched i...

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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

Kith

  • 2026-01-12

    ASICS

    Kith for ASICS Loyalty Exclusive Collection was announced on January 9, 2026, and released on January 12. In addition to apparel and footwear, it included headwear from New Era.

  • 2020-12-18

    Nike

    Kith (Ronnie Fieg) × Nike. The collaboration centered on the Air Force 1 “NYC,” evoking an urban theme and NYC, and was released as a special edition on December 18, 2020.

  • 2019-04-25

    Moncler

    In April 2019, the brand collaborated with Kith again, and a new collection was released in stores. Distribution was confirmed at retailers such as END.

  • 2018-03-02

    Champion

    A large-scale Kith × Champion collection featuring hoodies, crewnecks, sweatpants, varsity styles, and more. Released on 3/2 at Kith stores and on its official website.

  • 2016-12-16

    Timberland

    A Timberland capsule by Kith founder Ronnie Fieg, the Kith Aspen Collection featured models centered on 6-inch boots and the 40 Below Superboot, using waterproof nubuck and limited colorways.

Kith collaborations

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