GU is stepping into its next global chapter with its first collaboration with ENGINEERED GARMENTS, bringing downtown New York energy to accessible Japanese fashion. The limited-edition capsule will drop at the GU SOHO store and online starting Friday, December 5. Rooted in the theme of “Manhattanism,” the collection channels 1970s New York style through the lens of ENGINEERED GARMENTS’ cult-loved workwear aesthetic.
A New York–Tokyo Design Dialogue
GU, part of Fast Retailing Co., Ltd., frames this partnership as a meeting of shared values around creativity, function, and everyday wearability. The project brings together GU’s mass-reaching price point with ENGINEERED GARMENTS’ reputation for reworking classic American workwear and military pieces with meticulous construction. Founded in New York by Japan-based shop NEPENTHES, ENGINEERED GARMENTS has long been known for garments that feel engineered rather than simply designed, and this collaboration leans into that DNA.
Designer Daiki Suzuki said, “I am extremely pleased to be releasing this first collection with GU. Designed around the theme of ‘Manhattanism,’ this collection reimagines classic American items from the perspective of ENGINEERED GARMENTS, and offers them at GU’s reliable product quality and price.” He added that while the two brands have different customer bases, their shared commitment to quality and trust between the teams has resulted in high-caliber items he hopes reach a wider audience. For shoppers, that means signature ENGINEERED GARMENTS styling at a more accessible entry point.
Inside the “Manhattanism” Capsule
The capsule distills 1970s New York spirit into five exclusive pieces, using deep navy as a key color that nods to ENGINEERED GARMENTS’ core palette. Essential GU silhouettes are reimagined with refined detailing, echoing the brand’s focus on functionality and subtle design twists. Each style is built to feel like a wardrobe workhorse with a distinctly downtown edge.
Outerwear leads the lineup, crafted from padded, windproof and water-repellent fabric with an adjustable hem and a functional hunting pocket at the back for utilitarian appeal. A heavyweight heathered sweatshirt brings a soft, vintage-inspired texture that feels like a worn-in New York staple. A shawl-collar knit cardigan introduces bold cables and elbow-patch–style knitted accents, blending comfort and character. Rounding out the offering, a fleece jacket is cut to resemble a pullover, complete with a concealed front opening for a clean, minimal front.
Visual Storytelling and Brand Heritage
To bring the collection to life, visuals were produced with NEPENTHES AMERICA and shot at the New York Atelier, where all ENGINEERED GARMENTS pieces are made. This setting underscores the collaboration’s authenticity, anchoring the imagery in the real workspace that shapes the brand’s garments. The campaign aims to capture the creative essence behind the partnership, spotlighting texture, layering, and a lived-in urban feel.
The theme of “Manhattanism” is more than a catchphrase; it is a design language rooted in the city’s energy, from workwear practicality to off-duty ease. By filtering this through GU’s lens, the capsule offers an approachable way for fans of both brands to tap into that mood without sacrificing comfort or price accessibility. For GU, the collaboration also signals a deeper commitment to storytelling and cultural context within its product drops.
GU’s Global Momentum
The collaboration lands at a time when GU is expanding its global footprint. Established in 2006, the brand now operates approximately 480 stores across Asia, with e-commerce platforms in Taiwan, Hong Kong, and Japan. In 2024, GU entered the United States, opening its first flagship outside Asia in SoHo, New York, along with the gu-global.com/us/en/ online store serving customers nationwide.
Positioned as a value-driven label with trend-forward sensibilities, GU aims to provide “high-value fashion with a touch of Tokyo.” This collaboration with ENGINEERED GARMENTS strengthens that positioning by merging Tokyo-informed design thinking with New York-rooted style codes. For the GU SOHO shopper and online audience, the drop delivers a concise, collectible capsule that reflects the brand’s direction: global, collaborative, and culture-aware.
