ABOUT 

 

GIU is an Italian brand based in Milan and established in 2023.

 

All products are available online or in various clothing stores globally such as Due Muse in Vercelli, PWC in Milan, and Art To Ware in New York City.  

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 Created as a label-less brand that provokes the concept of gendered-wear, and that of traditional fashion sizing. 

GIU draws its inspiration from inclusivity and reclamation of what we wear. The humorous aspects of the garments hint at the idea that fashion is ridiculous. Challenging the unspoken rules of fashion and how we present ourselves , by wearing what represents us regardless of outside acceptance, makes us one step further from an industry that thrives on exclusion and shame. 

 

Given the creative director’s American upbringing,“patriotic” themes bleed through each collection. Making fun of the oppressive political climate America imposes on the world by making trashy pisces that mimic memes.    

 

GIU was born with the intention of creating the least amount of waste possible for each garment produced. All materials used are recycled, donated clothes or fabrics in an effort to eliminate textile waste.