Uniqlo sister brand GU announces collaboration with Rokh

Uniqlo sister brand GU is collaborating with London-based designer Rok Hwang of Rokh on a 22-piece capsule collection, according to a press release sent to Fashion Dive.

The line is focused on womenswear, according to a GU spokesperson and offers tailored separates and layering pieces. Prices range from $24.99 to $99.99, per the spokesperson, and sizes range from XS to XL. The collection launches Oct. 18, and will be available at GU’s New York store, as well as internationally via the company’s e-commerce platform.

Called “Play in Style,” pieces in the capsule come in muted colors and are designed to mix and match. The collaboration is meant to illustrate GU’s “Mini edit Max” brand philosophy, which combines “max style and quality with mini prices and curated collections,” per the release.

This is the second collaboration for GU, which launched a unisex, convertible line of clothes in collaboration with Japan-based brand Undercover last month.

No future collaborations have been announced, “but GU is always in the works to find the next designer that aligns similar values as GU,” the spokesperson said in an email to Fashion Dive.

Earlier this year, Rokh collaborated with H&M on a limited-edition collection of men’s and women’s convertible clothing featuring trench coats, detachable-hem dresses, jewelry and bags.

Owned by Fast Retailing Group, GU was established in 2006 and primarily operates in Asia, where it has about 470 stores, most of which are in Japan, per the release. The company also offers e-commerce in Taiwan, Hong Kong and Japan. Its first U.S. location opened on Sept. 19, and the company debuted its U.S. e-commerce operations the same day.