82% matchRAGEBLUE
Tokyo mall-priced casual basics with workwear tilt
What changes: Adastria brand skews more military/streetwear, no designer collabs
What to know about Gu
GU is Fast Retailing's low-price, trend-led label, launched in 2006 as a sister brand to Uniqlo and headquartered in Tokyo. It runs roughly 480 stores, mostly across Japan and Asia, and opened its first shop outside Asia in SoHo, New York, in September 2024 alongside a US e-commerce site and app. Staples include barrel-leg pants, denim and knitwear under $100. Recent projects include the UNDERCOVER-designed "UG" line from 2025, an Engineered Garments capsule in December 2025, and the January 2026 appointment of Francesco Risso as creative director.
How Gu fits
Overall fit
slightly small
GU uses Japanese sizing that tends to run smaller than US/EU equivalents, so many Western shoppers size up, though trend pieces are intentionally roomy.
Tip: Consider sizing up one from your usual US size, as GU uses Japanese/Asian sizing that runs smaller.
Medium confidence · based on 6 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Trousers & pants | mixed | relaxed to wide barrel-leg | Trendy barrel and wide-leg styles are roomy by design; check the specific cut before sizing up. |
| Jeans & denim | slightly small | regular to relaxed | Denim tends to run slightly small in Western terms; size up if between sizes. |
| T-shirts & graphic tees | slightly small | regular to boxy depending on style | Size up from your usual US size for a standard fit. |
| Hoodies & sweatshirts | true to size | relaxed, often oversized by design | Many styles are cut relaxed, so order your usual size unless you want extra room. |
| Shirts & overshirts | slightly small | regular to relaxed | Consider sizing up, especially for Western frames and layering. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like Gu
82% match
74% matchH&M
Bigger global fast-fashion scale, same trend cadence
What changes: European trend styling and far broader womenswear/home range
66% matchCotton On
Mall-scale cheap casualwear and graphic tees
What changes: Australian, more youth-graphic and less design-collab driven
62% matchMKI MIYUKI ZOKU
Japanese-referencing casual staples, designed not mass
What changes: Independent, much higher price and smaller range
Gu fit questions
Does Gu run big or small?
Gu fits slightly small. Consider sizing up one from your usual US size, as GU uses Japanese/Asian sizing that runs smaller. GU uses Japanese sizing that tends to run smaller than US/EU equivalents, so many Western shoppers size up, though trend pieces are intentionally roomy.
How does Gu fit?
GU uses Japanese sizing that tends to run smaller than US/EU equivalents, so many Western shoppers size up, though trend pieces are intentionally roomy. Overall shape: trend-led, often relaxed or oversized silhouettes.
How do Gu trousers & pants fit?
Gu trousers & pants varies by piece. Trendy barrel and wide-leg styles are roomy by design; check the specific cut before sizing up. Shape: relaxed to wide barrel-leg.
How do Gu jeans & denim fit?
Gu jeans & denim fits slightly small. Denim tends to run slightly small in Western terms; size up if between sizes. Shape: regular to relaxed.
How do Gu t-shirts & graphic tees fit?
Gu t-shirts & graphic tees fits slightly small. Size up from your usual US size for a standard fit. Shape: regular to boxy depending on style.
Brand facts
- Founded
- 2006
- Origin
- Tokyo, Japan
- Made in
- Japan, Asia
- Price
- $
- Focus
- Unisex
- Styles
- Minimalist / Contemporary, Streetwear, Athleisure / Sportswear