STUDIO SEVEN, a fashion brand under the creative direction of NAOTO, a performer from EXILE and Sandaime J Soul Brothers, will be releasing the second part of their collaborative collection with GU. The collection will be available for pre-sale on the GU online store from June 1st, and at GU stores nationwide from June 5th.
GU x Studio Seven
This collection is the second installment following last year's well-received collaboration.
The first collaborative collection, launched in March 2019, was based on the concept of "CHILDHOOD DREAMS," and conveyed the message of inspiring dreams for children and young people who will lead the future. The collection was inspired by the 1990s Ura-Harajuku culture that sparked director NAOTO's interest in fashion.
The second installment, which will be released this time, continues the message of the first collection, "childhood dreams never end," and is developed under the concept of "A NEVER ENDING DREAM." The collection offers a lineup that updates 90s street culture with modern trends.
The lineup features 28 men's and 14 children's styles, primarily made from denim and cotton, including remade-style pieces with striking contrasting designs and vintage-inspired washed pieces.
NAOTO's belief that "fashion enriches each day and is important for living life to the fullest" resonates with GU's brand message, adding a playful, pop element to the collection.
In addition, a new character, "HONESTBOY" and his friends will be making an appearance. Character-focused items, such as socks and smartphone cases, are also featured on apparel. Available at GU stores and online stores in Japan. Overseas, GU stores are available at select stores and online stores in China, all stores and online stores in Taiwan, select stores in Hong Kong, and the online store in Korea.
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GU x Studio SevenThis collection is the second installment following last year's well-received collaboration.
The first collaborative collection, launched in March 2019, was based on the concept of "CHILDHOOD DREAMS," and conveyed the message of inspiring dreams for children and young people who will lead the future. The collection was inspired by the 1990s Ura-Harajuku culture that sparked director NAOTO's interest in fashion.
The second installment, which will be released this time, continues the message of the first collection, "childhood dreams never end," and is developed under the concept of "A NEVER ENDING DREAM." The collection offers a lineup that updates 90s street culture with modern trends.
The lineup features 28 men's and 14 children's styles, primarily made from denim and cotton, including remade-style pieces with striking contrasting designs and vintage-inspired washed pieces. NAOTO's belief that "fashion enriches each day and is important for living life to the fullest" resonates with GU's brand message, adding a playful, pop element to the collection.
In addition, a new character, "HONESTBOY" and his friends will be making an appearance. Character-focused items, such as socks and smartphone cases, are also featured on apparel. Available at GU stores and online stores in Japan. Overseas, GU stores are available at select stores and online stores in China, all stores and online stores in Taiwan, select stores in Hong Kong, and the online store in Korea.
The "GU x STUDIO SEVEN" special website is now open!
The website features the entire collection lineup and image visuals, as well as special video content featuring "HONESTBOY" and his friends. Be sure to check out the pop music playing in the video! The song, "O・Y," is an original song created specifically for this collaboration. It was composed by SASUKE, a 16-year-old who is already garnering attention as a genius trackmaker, and produced by VERBAL of m-flo. The song is reminiscent of the collection's theme, "A NEVER ENDING DREAM," so be sure to enjoy it.
URL: https://www.gu-japan.com/jp/feature/gustudioseven/
The website features the entire collection lineup and image visuals, as well as special video content featuring "HONESTBOY" and his friends. Be sure to check out the pop music playing in the video! The song, "O・Y," is an original song created specifically for this collaboration. It was composed by SASUKE, a 16-year-old who is already garnering attention as a genius trackmaker, and produced by VERBAL of m-flo. The song is reminiscent of the collection's theme, "A NEVER ENDING DREAM," so be sure to enjoy it.
URL: https://www.gu-japan.com/jp/feature/gustudioseven/
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