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GU vs SOSHI OTSUKI: 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

SOSHI OTSUKI

Japan Founded 2015

Avant-garde & designer · Polished & dressy · Trends & youth culture

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Avant-garde & designer

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

Basic information

Field
GU
SOSHI OTSUKI
Country Japan Japan
Founded 2006 2015
Category Clothing Clothing
Other categories Bags Accessories Footwear Lifestyle products —

— 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

SOSHI OTSUKI

  • 2026-01-15

    PROLETA RE ART

    A collaboration with PROLETA RE ART featuring a matching set made by upcycling vintage clothing, with fabric scraps sewn on and sashiko-like stitching applied across the pieces. The design foregrounds layers of material, a handmade quality, and the appearance of age.

  • 2026-01-15

    ASICS SportStyle

    A new partnership with ASICS SportStyle. The presentation layers velvet/velour track hoodies and velour matching sets within the context of SOSHI OTSUKI’s tailoring. It suggests an intention to reinterpret sport from the perspectives of the body and structure.

  • 2026-01-15

    CAMISAS MANOLO

    A collaboration with CAMISAS MANOLO. A design conceals glossy polka-dot fabric behind the shirt placket, which can be brought out to resemble a tie. The detail is inspired by the gesture of office workers tucking their ties into their pockets when dining.

  • 2026-01-15

    GUNZE

    Collaborative items with GUNZE were announced. The collaboration with the Japanese apparel and innerwear company, founded in 1896, was explicitly identified at Pitti Uomo 109 as one of the collaborations for that season. Public information provides few details about individual product names.

  • 2025-12-04

    ZARA

    The first collaboration with ZARA. The theme is “A Sense of Togetherness.” The collection includes pinstripe coats and suit blazers, flannel sets, poplin shirts, cable-knit cardigans, and more. It also includes womenswear, kidswear, and pet products.

SOSHI OTSUKI collaborations

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