GU, the sister brand of Uniqlo, has announced an exciting new collaboration with the emerging luxury brand Rokh, founded by designer Rok Hwang.

This partnership is set to launch on October 18 and features a 22-piece collection themed “Play in Style,” which aims to blend modern trends with timeless elegance.

The collection showcases a variety of outerwear, apparel, accessories, and footwear, all designed with a focus on versatility and style. Each piece is characterized by muted color palettes and playful reinterpretations of classic silhouettes. This approach aligns with GU’s brand philosophy of providing maximum style at minimal prices, encapsulated in their motto “Mini edit Max.” The aim is to create an assortment that allows for endless mix-and-match possibilities, catering to individual styles while maintaining practicality.

Highlights from the collection include:

•  A quilted check bomber jacket with zip detailing that transforms into a cape.
•  A convertible two-piece long coat that can be worn as a long gilet.
•  A unique shirt featuring a bustier design.
•  A layered two-piece pleated skirt and pants set.
•  A hoodie scarf and a cable sweater with voluminous sleeves that can be worn unbuttoned.
•  Mary Jane shoes that complement the overall aesthetic.

The collection is particularly noteworthy for its accessible price range, with items priced between $24.99 and $99.99. This pricing strategy makes high-quality fashion more attainable for a broader audience.

GU recently opened its first permanent U.S. store in New York City’s SoHo district, which will feature this exclusive collection alongside its online platform. The SoHo flagship store represents GU’s expansion into the U.S. market, marking a significant milestone for the brand as it seeks to establish a presence outside Asia.

As fashion continues to evolve, this collaboration between GU and Rokh exemplifies the blending of luxury aesthetics with everyday wearability, making it a noteworthy addition to the current fashion landscape. The emphasis on creative styling options encourages consumers to express their individuality through fashion, aligning perfectly with the contemporary ethos of self-expression. 

The GU x Rokh collection will be available both in-store at the SoHo flagship and online starting October 18, allowing fashion enthusiasts ample opportunity to explore this innovative partnership.