Uniqlo sister brand GU partners with Rokh for the ultimate discount at the new Soho store — and everything’s under $100

Uniqlo’s sister brand GU is cheap at twice the price.

And it’s stylish too.

The ultra-affordable label, which opened its first permanent store outside of Asia at 578 Broadway in Soho last month, offers a tightly edited collection of hip hero pieces. Amazingly, everything is under $100, with most prices falling in the $30 to $50 range.

The two-story flagship, website and app carries men’s and women’s fashion, shoes, bags and accessories. The high-end assortment includes this season’s flared jeans and cargo miniskirts, among other must-haves.

The company calls its concept MINI edit MAX, where it releases less than a tenth of the number of products of its competitors to keep prices low, but at the same time maintain quality.

GU – which is derived from the Japanese word for freedom and pronounced letter by letter – unveiled a collaboration with Rokh, the up-and-coming designer brand that’s a favorite of stylists and stars. The house was founded in 2016 by Korean-born, Texas-raised, Central Saint Martins-trained Rok Hwang. He worked at Céline under Phoebe Philo and also freelanced for Louis Vuitton and Chloé.

In 2018, the designer won a special award, part of the prestigious LVMH Prize competition, for his adaptable tailoring. His experimental designs have been worn by everyone from Sydney Sweeney and Bella Hadid to Kerry Washington, not to mention housemates Jisoo, Lisa, Rosé and Jennie Kim of Blackpink.

The collaboration features 16 layered pieces, many of which are convertible.

“In three words, I would describe this collection as youthful, fun and humorous,” the designer said in a prepared release. “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 multiple styling options and showcases the joy of wear, which is a core value for both Rokh and GU.”

One of the main models is a two-piece coat that can be rocked in three ways: as a long vest (without the top jacket), a cropped jacket (without the long vest) or a slim full-length coat.

At $99.90, this is a pretty sweet deal.