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GU vs SUBU: 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

SUBU

Japan Founded 2016

Outdoor & functional · Minimal & basics · Polished & dressy

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Outdoor & functional

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

Basic information

Field
GU
SUBU
Country Japan Japan
Founded 2006 2016
Category Clothing Footwear
Other categories Bags Accessories Footwear Lifestyle products —

— indicates information that is not available.

Brand profiles

Brand lines

GU

No information is available.

SUBU

  • SUBU NANNEN

    Within SUBU’s lineup, this outdoor-oriented derivative line is designed for use near fires, such as ...

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  • SUBU VAMP

    A derivative line positioned as an “evolved” version of SUBU, building on its signature comfort with...

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  • SUBU amp

    A premium label launched by SUBU in 2018, this derivative line is centered on “premium basics,” elev...

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  • SUBU RE:COLLECTION

    Re: is a spin-off line developed by SUBU as a sustainable collection that “moves forward toward the ...

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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

SUBU

  • 2025-11-28

    TOGA

    TOGA and SUBU’s first collaboration, featuring winter sandals that incorporate TOGA’s coin metal and Western motifs/graphics into SUBU slip-ons with brushed lining and a four-layer insole.

  • A.P.C.

    A.P.C. × SUBU (November 2024): two styles of winter sandals. Available in A.P.C.-like colors and materials, including black and khaki, they are also ideal as year-end gifts.

SUBU collaborations

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