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Uniqlo’s Sister Brand Just Arrived in NYC From Japan—18 Items I Tried On and Loved

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Uniqlo’s Sister Brand Just Arrived in NYC From Japan—18 Items I Tried On and Loved

New in town! Uniqlo’s trendier, more affordable sister brand GU just arrived in the US from Japan, and if you don’t know about it yet (it’s been big in Asia since its inception in 2006), it’s one you’re definitely going to want to keep on your radar, especially if you’re already a fan of Uniqlo’s great design and value. I stopped by the brand-new SoHo flagship store before it opened to the public to peruse the offering and style some of my favorite pieces into outfits.

What I love about the brand is that they tap into just a few key trends each season so instead of an overwhelming shopping experience where you’re scrolling for hours, shopping the site or in the store as I did couldn’t be easier or more straight-forward. Their philosophy? Focus on a few things, and do them really well. Right now, that means getting behind the viral barrel-leg jeans trend with several different denim washes and a corduroy iteration. Elegant cardigans, pretty ballet and Mary Jane flats, and a really good canvas barn jacket I found in the men’s section are all the highlights of my shopping excursion and what you can expect to see in the slides ahead.