Let’s Get
Downtown
Preppy
A traditional preppy style born from American classic collegiate fashion.
Today, we’re giving it a fresh twist by mixing in street elements—Downtown Preppy is the new way to wear
it.
Eighteen young individuals from Tokyo and New York share their stories, future dreams, and personal
takes on style.
KOA NISHIJIMA in New York
Student
Studying fashion marketing while intern- ing at a luxury brand, Koa balances a packed schedule with style. “I always want to feel confident—confidence makes me try new styles and take bold steps.” She pairs a warm padded jacket with tonal plaid puff knit and a pleated skort for a sporty-preppy look.
Check the Checks
Bring on the classic vibe with standout plaid.
Keep it subtle on a statement coat or go bold with knits and skirts.
it’s the styling MVP that effortlessly blends preppy and street.
SHUHEI in Tokyo
Fashion Merchandiser
Shuhei, a fashion merchandiser at a major apparel brand, is in his fifth-year balancing work, fashion, and manga. “I want to keep growing through the industry I’ve loved since college.” He styles a classic gun club check Balmacaan coat with heavyweight sweat, denim, and a cap for a fresh street-preppy look.
Denim Meets Brown
Denim works with any style—so give it a fresh update. Soft brown tones instantly elevate your go-to pair, turning it into the highlight of your look.
KOKO ISHIZUKA in Tokyo
Actor
Born in Tokyo and raised in Spain, Koko moved back to Tokyo three years ago. “I thought acting wasn’t for me, but once I tried it, I realized how much I love it—it just felt right.” She’s growing into an actor who can express her presence and emotions. Koko pairs high-rise straight denim with a check coat worn like a jacket—blue and brown is the season’s must-try combo.
EZEKIEL NICHOLS in New York
Student
Born and raised in Carroll Gardens, Brooklyn, Ezekiel now hangs out in Tompkins Square, East Village. A true New Yorker, he’s planning a trip to Ireland to explore his roots. “I want to help people, so I’m aiming to become a firefighter—my childhood hero.” He pairs a stadium jacket with barrel-leg jeans for a true American casual look, updated with calm brown tones for a modern take on classic style.
JIJI in Tokyo
Model・Musician
“I love writing poetry—I’m always putting thoughts into words.” Jiji, vocalist and guitarist of the band JIJI, found her path while studying abroad in West Virginia. “Poems inspired by nature help me express who I am.” She wears a soft brown Balmacaan coat with an oatmeal low-gauge knit—gentle tones that match her calm presence—paired with tucked wide-leg denim for a subtly grown-up look.
Find Your Sweatwear
Sweats that feel like part of you—easy at home, effortless out.
More than just comfortable—they lift your mood and move with you. Your go-to companion for every day.
CYRUS HULME in New York
Student・Model
While studying architecture, Cyrus became drawn to sustainable living spaces. His goal? To design eco-friendly homes. “It’s been two years since I moved from L.A. to New York for school, and the people here are incredibly inspiring.” He unwinds with soccer on the weekends. His heavyweight sweat set, made from thick, structured fabric, gives a clean, stylish silhouette—a must-have you’ll never tire of, whether at home or out and about.
YASUHITO CHIBA in Tokyo
Kendama player
Yasu got his first kendama at age six—a gift that sparked a passion and led him to become a world champion in street-style kendama. His acrobatic moves are a form of self-expression that take him around the globe. He styles a sporty jacket in cozy melton with a traditional touch of Black Watch check. A zip-up puff sweat hoodie and denim complete the look—classic casual with a fresh preppy twist.
ALICE McNALLY in New York
Fashion Publicist・Model
Alice is a fashion publicist based in SoHo, New York. Having grown up in cities like New York, London, and Hawaii, she’s also made modeling – and traveling the world – a core part of her lifestyle. Her go-to for fall and winter is a navy Balmacaan coat, perfect for both commuting and weekend getaways. She pairs the classic outerwear with relaxed sweatpants – a true New Yorker’s blend of polish and ease – as she strolls downtown in effortless style.
Sporty Touch
Sport and style still go hand in hand.
Let classic pieces take the lead, with just a touch of street.
It’s that perfectly balanced look – not too casual, just right for now.
CHLOE BECKERT-BROWN
in New York
Student・Model
Chloe discovered her love for fashion in high school, inspired by film costumes—now she’s studying fashion business in college. A big fan of dance, she’s recently into ’70s disco. “When I’m dancing or just hanging out with friends, I feel totally free.” She adds a pop of color with a sporty logo sweatshirt that suits her bright smile—a signature touch that reflects her personal style. A pleated skort and bit loafers complete the look with a trend-forward twist.
RYO TAKASAKI in Tokyo
Model・Fashion Creative Director
Driven by a love for fashion, Ryo began his career as a model—and eventually stepped into the role of brand director. “I kept saying I wanted to start a brand, and the right chance came. Saying it matters – but so does the effort.” A padded flight jacket with a shearling collar adds edge, while navy rigid denim and sweats pull the look together with a clean, classic feel.
OTA in Tokyo
DJ・Model
A regular at live events, OTA is a true music lover—producing beats and backing artists. This summer, he brought the energy as a DJ over two days at a major outdoor fest. “Like music, I’ve always loved fashion. I want to put more into the brand I’m building.” He wears a clean broadcloth shirt and Fair Isle cardigan, both in a relaxed fit that feels just right for now.
MIRANO BAN in Tokyo
Branding Director
Milano recently opened a café in Gakugei-daigaku, Tokyo. “I wanted a space where anyone could drop by and relax. I love how the design ties everything together—from the interior to the logo and merch.” She finds working with other creatives both inspiring and fulfilling. Her signature-colored hair pops in an all-black look, led by a leather-like Harrington jacket. Skirt-style culottes add a touch of classic charm.
Denim on Denim
From deep rigid blue to washed textures with character—try denim-on-denim with a fresh twist on a timeless
look.
The denim you wear every day might just feel like something special.
LEON SAKURAGI in Tokyo
Skater・Model
Leo has been skating since elementary school—it’s become a lifelong passion. Lately, he’s been traveling for extended stays, not just around Tokyo but also across Europe and Korea. “I want to keep connecting with people around the world through skating,” he says with a spark in his eye. Rigid denim, a timeless staple, gets a fresh update in a matching coverall set. Paired with lace-up shoes, the look takes on a clean, classic edge.
KOTORI in Tokyo
Dancer・Model
Kotori has been dancing since age five, specializing in street and hip-hop. From performing at events to judging competitions and coaching across the country, she leads a full life as a pro. “I love the outdoors—lately I’ve been really into surfing.” Her denim-on-denim look layers different shades for depth, perfect even by the ocean. Brown accessories like a belt and bag add a trend-forward touch.
Style with Smile
Does it suit me? How do I look today?
With a playful spirit, any outfit can become your style.
Fashion is freedom—wear it with a smile.
These three bring great energy to the GU store in SoHo, New York, where they’ve worked since opening day. They also run the brand’s official social media, sharing styling tips and showcasing new arrivals through self-styled looks. Roderick plays with trending color combos, Julia goes check-on-check, and Thalya layers up her tees. Their effortless chemistry shows just how fun fashion can be.
Left
RODERICK MIGHTY in New York
GU Store staff
Center
JULIA SHUNE in New York
GU Store staff
Right
THALYA DAVID in New York
GU Store staff
PATRIC BARRAGAN in New York
Barista
Patric works as a barista in New York’s Financial District while studying music. He plays guitar, drums, and Latin percussion, composes music, and is honing his skills as a lyricist. “I’ve been deeply influenced by composer and pianist Harold Budd. My dream is to create music for film.” His super-wide cargo pants with tucked knees are paired with a corduroy Harrington jacket for a subtly preppy touch. A brown-and-green palette brings together sporty ease and smart, refined style.
In New York
- Photography by Atsushi Nishijima
- Styling by Tomoko Iijima
- Hair & Makeup by Nanase Ito
- Casting & Production by Maki Saijo
In Tokyo
- Photography by Taku Sugita
- Styling by Shino Suganuma
- Hair & Makeup by Katsuyoshi Kojima
- Casting by here inc.
- Videography by Akira Shimazu
- Music by Nanami Sato
- Editing & Text by Atsuko Kobayashi
