GU, a sister brand of Uniqlo and part of the Fast Retailing Group has partnered with Rokh, a fashion brand launched by designer Rok Hwang.
This exclusive collection will be available online on Oct. 18 at gu-global.com/us/en and at the GU NY SoHo flagship, which opened last month. It will also be offered at GU stores throughout Asia.
Primarily centered in Japan and other parts of Asia, GU seeks to attract more Stateside sales from its 10,225-square-foot store at 578 Broadway, as reported.
The collaboration with Rokh, which was founded in 2016, looks to offer customers an easy-to-wear assortment of practical on-trend items with affordable prices. Prices range from $24.99 to $99.99.
The theme of this collection is “Play in Style,” and features tailored pieces, playful layering and designs in muted color palettes that reinterpret the classics.
The Rokh collection features 22 items, each offering versatility and ability to mix and match according to one’s individual style. Key pieces include a quilted jacket, which can be worn like a cape by unzipping the sleeves and letting the arms extend freely, and a two-piece coat, which is designed for flexibility. It can be worn as a long gilet without the top jacket for early fall or can be combined for a full-length coat during colder months. The upper jacket can also be worn as a cropped piece.
Sizes range from XS to XL.
In addition, GU NY SoHo will offer exclusive colors of items, including a quilted jacket, a two-piece skirt and pants set, bustier combination shirts, a woolly scarf and mary jane shoes.
Hwang, who was born in Seoul and raised in Austin, earned a Bachelor of Arts in menswear and Master’s degree in womenswear from Central Saint Martins. He won first prize for Central Saint Martins’ graduate collection in 2009 and joined Celine in Paris, where he worked under Phoebe Philo as a ready-to-wear designer for her debut collection for the house. He later worked as a freelance designer for Chloé and Louis Vuitton. before setting up his own business in 2016. Two years later, Rokh was nominated for the LVMH Prize and received the Special Prize.
Currently based in London, Hwang’s collections are shown in Paris. Last spring, he collaborated with H&M on a 58-piece collection filled with Rokh classics such as the double trenchcoat.
“The inspiration behind this [GU x Rokh] collection comes directly from our customers,” said Hwang. “We aimed to create clothing that aligns with their desires and is easy for everyone to wear. My first visit to a GU store revealed a vibrant, enjoyable atmosphere with the freedom to coordinate various items. This inspired me to develop a collection that seamlessly integrates with GU’s existing lineup. The primary colors are natural brown and beige, complemented by nostalgic vintage hues like green and turquoise blue to add a lively and fun touch.”
He added, “In three words, I would describe this collection as youthful, fun and humorous. I always consider the wearer when designing my pieces, and I believe this collection will appeal to anyone with a youthful spirit, regardless of age. It offers numerous stying possibilities and showcases the joy of dressing up, which is a core value for both Rokh and GU. By providing versatile outfit options we hope to enhance the pleasure of fashion for our customers.”
GU was established in 2006 as a sister brand of Uniqlo and operates approximately 470 stores in Asia, mainly in Japan, as well as e-commerce sites in several markets. The brand offers contemporary apparel. GU leverages Fast Retailing’s extensive supply chain to ensure rapid turnaround times from design to retail.