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GU vs UNITED TOKYO: 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

UNITED TOKYO

Japan Founded 2015

Trends & youth culture · Minimal & basics · Outdoor & functional

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Avant-garde & designer

    UNITED TOKYO shows a stronger emphasis

  • Outdoor & functional

    UNITED TOKYO shows a stronger emphasis

This pair is not included in the similar brands recommendations.

Trait comparison

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

Basic information

Field
GU
UNITED TOKYO
Country Japan Japan
Founded 2006 2015
Category Clothing Clothing
Other categories Bags Accessories Footwear Lifestyle products Bags Accessories Footwear Wallets

— 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

UNITED TOKYO

  • 2025-09-12

    ITTI

    A special-order collection with ITTI commemorating the 10th anniversary of UNITED TOKYO’s founding. Made with rare leather and crocodile leather, the collection features functional, refined key rings, coin card wallets, and compact wallets.

  • 2025

    KAPOK KNOT

    A thin kapok item from an ongoing joint project with KAPOK KNOT, apparently corresponding to a third installment. An innerwear/mid-layer-type product measuring approximately 3 mm and weighing approximately 300 g, promoting the warmth of down, was offered on Makuake, but its official name and release date remain unconfirmed.

  • 2024-09-12

    YOHEI OHNO

    A womenswear collaboration that reconstructs YOHEI OHNO’s signature elements from UNITED TOKYO’s perspective. The collection includes an X-shirred dress, a cropped blouse reworking the Takarazuka shirt, and a skirt designed to be worn as part of a set.

  • 2023-08-24

    WILD THINGS

    The first collaboration with WILD THINGS. UNITED TOKYO reinterprets functional details rooted in fishing and military styles through a fashion-forward lens, offering five styles in total, including a water-repellent nylon blouson, T-shirts, and easy pants.

  • 2021-07-02

    Relier81

    The second collaboration with Relier81. Deadstock obi belts from the 1980s are reconstructed by hand to create the OBI Square Asym Sandals, featuring an asymmetrical structure incorporating finger hooks, and offered in limited quantities.

  • 2020-11-16

    CANOTWAIT_

    A limited capsule collection commemorating the opening of the UNITED TOKYO Shanghai Xintiandi store. It combines CANOTWAIT_'s street sensibility with UNITED TOKYO's fashion-forward aesthetic, offering shirts, dresses, hoodies, pants, and more for men and women.

UNITED TOKYO collaborations

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