In an exciting venture marrying Japanese fashion with international artistry, GU, the trendsetting Japanese apparel retailer known for its brand theme “TOKYO TO SOHO,” proudly announces a collaboration collection with New York-based artist Fantasista Utamaro. The exclusive collection, titled “What Sets You Free?” reflects a harmonious fusion of GU’s commitment to global fashion and Utamaro’s distinctive presentation of Japanese culture through his unique artistic lens.
GU, a sister brand of UNIQLO and part of the Fast Retailing Group, is renowned for offering the latest fashion trends at affordable prices with unwavering quality. The collaboration with Fantasista Utamaro marks a significant step in GU’s global expansion, showcasing the brand’s dedication to transcending borders and embracing diverse cultural influences.
Scheduled to launch on Saturday, December 9th, the collaboration will feature two key items: GU’s popular heavyweight sweatshirt and Graphic T-shirt. Both items will showcase anime and manga-style art on the chest and back, a vibrant representation of Japanese pop culture that aligns seamlessly with Utamaro’s artistic vision. The exclusive pieces will be available solely at the GU Soho New York Store, adding an element of exclusivity to this fashion-forward collaboration.
The collaboration concept, “What Sets You Free?” not only pays homage to the “freedom” that is intrinsic to GU’s brand identity but also draws inspiration from the creative slogan embraced by Fantasista Utamaro. This shared commitment to freedom and creativity serves as the driving force behind this unique partnership.
To celebrate the collaboration, the GU Soho New York Store will be adorned with store decorations and artwork inspired by the collaboration, providing visitors with an immersive experience. The limited-time exhibition will run until December 14th, allowing patrons to engage with the collaborative artwork that embodies the spirit of both GU and Fantasista Utamaro.
Adding an interactive element to the collaboration, GU invites visitors to participate in an art project within the store. Attendees will be encouraged to answer the question, “What sets you free?” by writing their responses on stickers and affixing them to a monument displayed in the store. Participants will receive original stickers on a first-come, first-served basis while supplies last.
Fantasista Utamaro expressed his anticipation for the collaboration, stating, “This collaboration incorporates a desire for people to celebrate themselves by deriving the answer. I’m very much looking forward to fusing my creative expression with the affinity I feel for the GU concept, and seeing what kind of chemistry we can create through artwork produced with the many ‘freedoms’ of customers.”
The collaboration collection will be available for purchase at the GU Soho New York Store starting December 9, 2023, with prices ranging from $19.90 to $39.90. GU aims for this collaboration to be an enriching experience for New Yorkers, offering them a unique blend of Japanese fashion, art, and culture.
