HomeFashion & StyleGU Sets Opening of SoHo Pop-up for Oct. 7

GU Sets Opening of SoHo Pop-up for Oct. 7

TOKYO — Uniqlo parent Fast Retailing is expanding the reach of its lower-priced, trend-driven brand GU with with a pop-up store in New York’s SoHo. The company told WWD Tuesday that the shop will open on Oct. 7.

As reported, the SoHo pop-up will be open for roughly a year, and will be GU’s first foray into the U.S. market. It will be used by the company to gather opinions and feedback from U.S. consumers. GU said that it aims for the store to be a store “that is loved by and grows together with the city’s SoHo neighborhood, which welcomes people of diverse cultures, values and lifestyles,” in a statement. The theme of the store will be “Tokyo to SoHo.”

In addition to a selection of popular products for women and men, GU will also be bringing its “GU Osharista” style advisers to customers in its new SoHo store. The term “osharista” was created by combining the Japanese word oshare (pronounced oh-sha-ray), meaning fashionable, and the English word fashionista.

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