Sustainable

Let’s Talk About
Future

A love for fashion—and a desire to carry that joy into the future.
What impact might lie beyond simply choosing and buying clothes? As voices of their generation, SONYA and Mila Hasegawa come together for a conversation on what fashion means for the future.

SONYA

Model. Born in Osaka. Inspired by her experience living an eco-friendly lifestyle, she co-founded the project “EF.” with Saki Nakajima. Through EF., she highlights sustainable initiatives and shares them via social media and other platforms.

“I was impressed by how soft the knit pullover felt—not stiff or scratchy at all.”

Cable Crew Neck Knittes Pullover

Checked Short Shirt

Strap Ballet Shoes

MILA HASEGAWA

Model, radio host, and CEO of " jam inc." Born in Tokyo. After enrolling at Central Saint Martins, she began sharing content around sustainability and social issues. Through media, she continues to raise awareness and advocate for positive change.

“It’s great that the jeans come in different lengths—I can actually find a size that fits me.”

MEN Puff Knit Half-Zip Pullover

Barrel Leg Jeans

Strap Ballet Shoes

A Comfortable Distance from the SDGs

These days, I think more people are picking up clothes and later noticing the tag says it’s made from sustainable materials. That kind of casual awareness wasn’t the norm in Japan a few years ago.
I started becoming aware of the SDGs around eight years ago, and this is the kind of future I was hoping for—so I’m really glad to see GU actively embracing sustainability.

The denims have great structure and a cute shape, and the knits are soft with vibrant colors. Recycled materials no longer feel like a compromise—and I love that you can engage with sustainability without even thinking about it. It works best when it’s part of everyday life.

Exactly. Just buying something because you genuinely want it can now mean you’re contributing to social issues—without even realizing it. That makes me feel really optimistic right now.

That Spark for Fashion Still Matters

We were just saying how we only buy things we truly love and can wear for a long time. What about you—how was it back then?

Up through high school, I used to go shopping without thinking too much.

I was like that even in college. I just wanted something different to wear every day and ended up buying a ton of clothes. It feels wasteful now, but I think chasing that excitement mattered in its own way.

When I started studying sustainable fashion at university, I drifted away from fast fashion—but the ethical brands I liked back then were really pricey. I think a brand like GU can be a huge support for younger people today.

I really hope programs that let you bring clothes you no longer wear to the store become more common.

Growing up means learning to make choices—that’s when you need a brand you can really rely on.

The Environment, Society,
and Economy—All in Circulation

Switching to recycled materials, supporting refugees through clothing reuse—I'd love to learn more about how clothes can keep circulating instead of being thrown away. Wouldn’t it be nice to feel like even a small action could help make the future better?

What gives this circular approach real weight is that it’s backed by a major company. GU, for example, aims to cut greenhouse gas emissions by 20% by 2030 compared to 2019. That might not sound like much but given the scale of production and the number of people involved, the impact is huge. And the fact that a Japanese brand is doing this really matters, too.

They say shopping is like casting a vote, right?

How we spend the money we work hard for really matters. I buy something because I love the design, the fabric is great, and it’s functional enough to wear for a long time—but that purchase also supports jobs. It’s easy to forget that.

Beyond the item I chose for myself, there’s a world where both people and the planet are treated with care.

Let’s hope for a future where that kind of mindset becomes more common.

※Reduce greenhouse gas emissions related to raw material production, material production, and sewing by 20% compared to 2019 levels.

“I even enjoy the time spent trying
things
on and thinking it through.” SONYA

“Let’s wear what feels true to
us—and wear it with care.” MILA

4 Sustainable Materials That Are Good for You and the Planet!

Dolman Sleeve Shirt

100% Polyester
(59% Recycled polyester fiber used)

※Please note that the recycling rate may vary depending on the color.

Wide Cuffed Beanie

Polyester 50%, Acrylic 50%
(100% Recycled polyester fiber used)

※Please note that the recycling rate may vary depending on the color.

Slim Flared Jeans

Cotton 91%, Polyester 7%, Polyurethane 2%
(24% Recycled cotton fiber used)

※Please note that the recycling rate may vary depending on the color.

Strap Ballet Shoes

Upper　100% Polyester
(51% Recycled polyester fiber used)

Sole　Synthetic sole
(33% Recycled material used in sole construction)

※Please note that the recycling rate may vary depending on the color.

GU is adding more color options and focusing on fit and feel—so you can find pieces you truly love and keep them for the long haul. The brand is working toward using sustainable materials for about 50% of all fabrics by 2030.

Curious what your item’s made of? Just check the tag or product page!

Each season, GU introduces clothing and accessories made with sustainable materials. The lineup includes eco-friendly fibers like recycled cotton, polyester, and nylon, as well as CO₂-based polyester that helps conserve resources. You’ll find them in knits, shirts, outerwear, denim, beanies, shoes, and more. GU is adding more color options and focusing on fit and feel—so you can find pieces you truly love and keep them for the long haul. The brand is working toward using sustainable materials for about 50% of all fabrics by 2030.

Curious what your item’s made of? Just check the tag or product page!

See the styling