GU (retailer)

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GU (Japanese: ジーユー, Hepburn: jīyū) is a Japanese discount casual wear designer, manufacturer, and retailer. It is a wholly owned subsidiary of Fast Retailing, the parent company of Uniqlo. The name is a pun of the word jiyū (自由), meaning "liberty, freedom" and its slogan means "more freedom in fashion" (ファッションを、もっと自由に, fasshon o, motto jiyū ni). Its signature product is a pair of jeans costing 990 Japanese yen ($6.25 USD), though they ceased production in January 2014. As of 28 February 2025, there are 478 locations globally. Francesco Risso has been appointed creative director of GU.

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