Japan GU Shopping Guide: 2025 Fall/Winter Must-Buy List for the Trendy “Downtown Preppy” Style

With its outstanding design, high quality, and affordable prices, GU has always been one of the must-visit brands for foreign travelers shopping in Japan. Whether in Tokyo or Osaka, it’s common to see tourists carrying GU shopping bags filled with their latest finds.

For the 2025 fall/winter season, GU introduces a new collection under the theme “Downtown Preppy,” a modern interpretation of the classic preppy style. By blending street fashion elements with contemporary tailoring, the collection showcases a sophisticated yet distinctive urban look.

Whether you want to express a refined, intellectual charm or prefer a relaxed, effortless street vibe, GU’s 2025 fall/winter lineup offers endless inspiration for your personal style. Let’s take a closer look at how to use GU’s new arrivals to effortlessly create versatile “Downtown Preppy” outfits that work perfectly from Tokyo streets to cafés and even the office.

※ All photos in this article were taken in mid-October 2025. Actual displays, layouts, prices, services, and promotions may vary depending on store and season.

1. Cozy Melton Short Coat

Among this season’s must-have “Downtown Preppy” items, the plaid Cozy Melton short coat perfectly captures the essence of fall and winter.

The plaid pattern, combined with neutral tones like brown, beige, and gray, delivers a strong British preppy vibe. Its neat, short-cut silhouette strikes a perfect balance between formal and casual, blending timeless elegance with everyday street style.

Made from thick yet soft Melton wool blend, this coat is crafted through a light needle-felt process that creates a fluffy, warm texture reminiscent of traditional Melton wool. The oversized half-length cut features slightly dropped shoulders and roomy armholes, ensuring a comfortable fit even when layered over chunky knitwear.

The understated plaid pattern has a subtle yet distinct presence. Pair it with a turtleneck sweater and wide trousers for a polished androgynous city look, or with a white shirt, pleated skirt, and long boots to transform into a modern preppy girl. Either way, it perfectly merges sophistication with individuality.

■ Product Name: Cozy Melton Check Half Coat

■ Price: 6,990 yen

2. Cozy Melton Stand Collar Coat

To capture the true spirit of “Preppy × Urban,” look no further than the Cozy Melton stand collar coat.

The collar can be worn two ways—buttoned up as a stand collar for a sleek, intellectual look, or turned down for a relaxed style. It’s a coat that combines refined design with practical warmth and wind resistance.

Like the short version, this coat is made from thick yet soft Melton wool blend, finished with delicate needle-felting for a warm, wool-like texture. Its cocoon-shaped silhouette tapers gently from the shoulders downward, creating a natural drape that flatters the figure. The matching belt allows for effortless styling, from loose and casual to tailored and elegant—ideal even for formal settings.

Pair it with a turtleneck knit, pleated skirt, and loafers or leather boots to achieve a classic British-inspired preppy look. For a laid-back Japanese street vibe, layer it over a simple sweatshirt and wide straight pants.

■ Product Name: Cozy Melton Balmacaan Coat

■ Price: 7,990 yen

3. Faux Leather Harrington Jacket

For those who want to add a bold, edgy twist to their Downtown Preppy look this fall and winter, the faux leather Harrington jacket is the perfect choice.

Inspired by the traditional British Harrington jacket, this piece uses supple, glossy faux leather to reinterpret the classic silhouette with a modern attitude—combining preppy structure with a hint of rebellious sophistication.

The design takes cues from a classic bomber jacket, enhanced with soft curved lines that naturally flatter the body. The relaxed armholes make it easy to layer over knits or hoodies, ensuring comfort and freedom of movement.

For a cool, gender-neutral urban look, pair it with a turtleneck or V-neck knit and tailored trousers, finished with loafers or ankle boots.

To embrace a traditional preppy feel, switch to a plaid mini skirt, crisp shirt, and knitted vest for a charming British schoolgirl style.

For extra impact, layer it over a soft dress or midi pleated skirt—the contrast between structured leather and flowing fabric creates a striking, sweet-yet-cool modern look.

■ Product Name: Faux Leather Harrington Jacket

■ Price: 5,990 yen

4. Side Pleated Skort

This skort perfectly combines two classic preppy elements: a mini-length cut and refined pleats. At first glance, it looks like a simple mini skirt, but the addition of soft, structured pleats on one side creates graceful movement that subtly reveals itself as you walk—a sophisticated nod to preppy style.

The highlight of this design is its practicality. Though it appears to be a skirt, it’s actually an integrated skort—shorts inside, skirt outside. There’s no need for separate safety shorts, so you can move freely, climb stairs, or even ride a bike without worrying about exposure.

Available in dark gray, black, beige, and navy, this piece is highly versatile. Pair it with a knit vest and shirt, knee-high socks, and loafers for a sweet, top-of-the-class Japanese preppy look. Match it with an oversized sweatshirt or hoodie for a laid-back, effortlessly cool vibe. To add power and confidence, combine it with a faux leather Harrington jacket or the Cozy Melton stand collar coat for a polished urban aesthetic.

■ Product Name: Side Pleated Skort

■ Price: 1,990 yen

5. Chunky Lace-Up Boots

To complete a Downtown Preppy look, a pair of shoes that perfectly balances classic and street styles is essential—and these chunky lace-up boots are the ultimate must-have.

The uppers are made from moderately glossy synthetic leather that combines structure with softness for a sculpted silhouette. The thick soles not only create a bold visual impact but also subtly elongate the legs. When paired with a skort or short coat, they enhance your overall proportions for a longer, leaner look.

Designed with practicality in mind, these boots feature a side zipper in addition to traditional laces, making them easy to put on and take off. The padded collar and tongue ensure superior comfort for all-day wear.

When styling, these boots are truly all-rounders that go with both pants and skirts. Pair them with the side pleated skort to balance proportions and create a chic yet cute preppy vibe, or wear them with slim or wide-leg trousers to draw attention to the ankles for a sleek, urban look. Combined with the Cozy Melton coat or the faux leather Harrington jacket, they add a strong street-style edge.

■ Product Name: Chunky Lace-Up Boots

■ Price: 3,990 yen

6. Chunky Metal-Buckle Loafers

Every girl needs at least one pair of versatile loafers!

These chunky metal-buckle loafers retain the elegant upper silhouette and classic hardware of traditional loafers, while the thick soles give them a solid presence that visually elongates the legs. Whether styled with the short side pleated skort or tailored wide-leg trousers, they instantly enhance body proportions, creating that sleek, long-legged Japanese look.

The loafers feature dual-layer, low-rebound cushioned insoles that provide excellent shock absorption, along with antibacterial and deodorizing functions for long-lasting comfort on busy city days. Despite their structured appearance, they are surprisingly soft and easy to wear.

Pair them with ankle or knee-high socks, a plaid mini skirt, or Bermuda shorts for a classic American campus look. Combine them with cropped wide-leg pants and a long trench coat to add a sophisticated, urban-professional edge.

Available in brown, black, and black suede—each equally practical—you might even want to get them all.

■ Product Name: Chunky Metal-Buckle Loafers

■ Price: 2,990 yen

7. Boston Bag

A great bag should not only hold your essentials but also complete your outfit—and this retro-inspired Boston bag is the statement accessory you need this fall and winter.

The Boston bag’s timeless charm lies in its softly rounded, horizontally extended silhouette that evokes vintage elegance and a sense of travel, perfectly reflecting the adventurous preppy spirit of being “ready to go anytime.”

Emphasizing a horizontal design, this bag offers more space than it appears. It can easily fit a 500ml water bottle and features two inner pockets for organizing small items like your phone and keys—definitely not a small “just-for-show” bag.

Pair it with a Cozy Melton coat, simple knitwear, and wide-leg trousers to elevate your look with maturity and sophistication. When matched with a hoodie or oversized sweatshirt, it balances out the casualness with a refined, polished touch—achieving the perfect Downtown Preppy balance.

■ Product Name: Wide Boston Bag

■ Price: 2,990 yen

8. Polka-Dot Scarf

Details make the difference! This polka-dot scarf is the perfect finishing touch to any Downtown Preppy outfit. The timeless polka-dot pattern embodies refined, vintage charm with a touch of Parisian romanticism.

Loop it lightly around your neck and tie a small knot for a classic preppy accent that instantly enhances simple knits, white shirts, or turtlenecks.

Use it as a headband, tie it around a ponytail, or wear it as a kerchief for a retro-sweet look that channels youthful preppy energy.

Wrap it around the handle of your Boston bag to add personality and a mix of playfulness and softness. You can even thread it through belt loops or tie it at the waist for a pop of color that brightens your outfit.

Simple yet endlessly versatile, this polka-dot scarf is one you shouldn’t hesitate to grab the moment you see it!

■ Product Name: Polka-Dot Scarf

■ Price: 990 yen

9. Puff Soft Knit V-Neck Cardigan

A knitted cardigan is a timeless preppy essential, and this Puff Soft Knit V-Neck Cardigan elevates it with a unique material and silhouette that bring unmatched comfort and a gentle, cozy texture.

An upgraded take on the classic V-neck cardigan, it’s crafted from fluffy, soft, skin-friendly yarn that feels light and airy thanks to its loosely knit construction. The result is a piece that’s exceptionally soft, non-itchy, and comfortable even over light innerwear.

Designed as a unisex fit, it has just the right amount of looseness for layering or wearing on its own. The relaxed silhouette makes it easy to create an effortlessly chic preppy look. Side pockets add practicality without sacrificing style.

The V-neck design flatters the neckline and leaves enough room for layering shirts, T-shirts, or turtlenecks. It also pairs beautifully with the aforementioned polka-dot scarf for added depth and dimension.

Style it with a white shirt or plain turtleneck underneath, the side pleated skort or plaid trousers on the bottom, and the chunky loafers for a soft, classic preppy ensemble. Alternatively, pair it with dark outerwear and jeans for a cool, relaxed contrast between cozy knit texture and structured denim.

■ Product Name: Puff Knit V-Neck Cardigan

■ Price: 2,990 yen

For Overseas Shoppers

If you’re visiting Japan, make sure not to miss these three exclusive perks when shopping at GU!

OMIYAGE Collection

Specifically designed for international shoppers, the OMIYAGE (souvenir) collection features playful designs inspired by Japanese culture—so fun and stylish you’ll have a hard time choosing just one.

10% Tax-Free Shopping at All Stores

Spend 5,500 yen or more (including tax) to receive a 10% tax exemption. Simply present your passport at the tax-free counter.

Exclusive GU Stickers for Tourists

With each tax-free purchase, you’ll receive a super cute GU sticker. Availability is limited to select stores and while supplies last—don’t hesitate to ask the staff!

Head straight to GU as soon as you arrive in Japan and complete your fall and winter wardrobe!

GU not only offers all the essential “zero-fail” items but also makes it easy to experiment and mix different styles with its surprisingly affordable prices. During your trip to Japan this year, be sure to check out these trending pieces and explore the OMIYAGE collection designed especially for international shoppers. Enjoy the unmissable 10% tax-free discount, grab the limited-edition GU stickers, and bring home the latest Japanese fashion trends—along with a suitcase full of stylish finds!