I was once like you.

Words by

Giulia Brugliera

UNIQLO is pretty weird, huh.

I get it. You walk into store, only to find a million coloured versions of the same quilted jacket, cashmere jumper and those legging-pant things. (Those legging-pant things rule, btw).

I know what it’s like, because I was once like you. Where all the other global chain stores made sense, UNIQLO was the anomaly; the foreign second cousin that try as it might, just would not fit in with its retail giant counterparts. 

But turns out it’s actually the bomb. 

It took a trip to Japan for me to finally ‘get’ UNIQLO but now that I do, I can’t imagine my life without it. Much like Nutella, or when I discovered ‘rosebud’ on The Sims. So for those still confused by the relevance of Heattech, let me explain. 

It’s not ‘fashion’ per se

The first step on your way to UNIQLO enlightenment, is to understand how to wear it. Once I’d seen UNIQLO in context (i.e. Japan), the brand made a whole lot more sense.

I like to analogise it with normcore. When we first discovered normcore it was as boring as it was puzzling. But once we’d seen enough fashion bloggers pull it off, our city embraced it with an unbridled enthusiasm: one that delivered an overabundance of boxy silhouettes and mom jeans.

Much like normcore, once you understand UNIQLO, it’s easy to embrace. Also much like normcore, UNIQLO’s key focus is on minimal, wearable staples that are easy to ‘build up’. But fortunately, unlike normcore, there’s much more versatility here.

It’s the antithesis of fast fashion

This is kind of hard to swallow given that we tend to bundle UNIQLO with the other chain store giants. But think of it as a wholesome apple where the other brands are McDonald’s – it’s pretty much the total exact opposite.

UNIQLO rejects the fast fashion model entirely, refusing to manufacture any style it considers to be a passing trend.

Take skinny jeans, for example. It took years before the brand started manufacturing them. At the time, everyone considered our love affair with skinny jeans to be somewhat ephemeral. Obviously that was not the case and today, UNIQLO delivers skinny jeans accordingly.

You will literally always have something to wear

More visits to UNIQLO = less morning freakouts because yes, you will always have something to wear. Most of what’s in-store is designed to fit in seamlessly with your existing wardrobe. Top for those culottes? Tick. Jacket for that top? Tick. Coat that doesn’t interfere with that culottes/top/jacket sitch? Tick. You get the idea.

It’s essentially magic

You know when you’ve heard people raving out how ah-mazing their new UNIQLO piece is and you’ve never really understood why? This is why.

Essentially, they’re talking about the technical aspect of the product – what makes it durable, washable, flexible, etc. UNIQLO has dedicated an undeniably massive portion of its business to fabric innovation (such as Heattech and Airism), so that it becomes more comfortable and practical for everyday wear. So far they’ve invented puffer jackets that fit in your clutch and singlets that quite literally absorb your body heat.

It’s kind of like dressing in the future.


Giulia Brugliera was a guest of UNIQLO for its Spring/Summer 17 press tour in Japan.

Leave a comment


Even if you don't have a portfolio.
And why it's harder (and less glam) than you think.
The country of Hello Kitty train stations, pink McDonald’s burgers and all-you-can-eat KFC.
Anyone who says moving out is the best is, really, a big fat liar.
How to turn a stranger into someone worthy of #bae
It's not just Kitsuné doing coffee.
A look at the generation of local labels championing local production.
With soul, creativity and love.
Social responsibility never looked so good.
File under cute present ideas.
Think of it like making better friends with the labels you already love.
Due to intense global competition and a devaluation of the US dollar.
If you’re grappling with self-hate, this is my message to you.
"At least I can take really awesome pics of my shoes..."
I didn't want this to be a hate letter....
The future of sneakers is looking very sustainable.
Good tunes, good vibes, good time.
To those doing Christmas from the other side of the register.
Quite frankly, it isn’t that simple.
An in-depth look at the woman behind the label.
Does anyone even really like the Yeezy Boost?
"Nowadays no collab would surprise me."
Because it can be really confusing out there.
That time I tried Tinder for 24 minutes.
Because it’s harder than it looks.
"Luxury activewear gives those who can afford to wear it a sense of moral superiority."
Some little known but big shot jobs in the industry.
It only takes a hashtag to join a revolution.
The retail giant continues its reign.
Parisian femininity meets inherent wearability.
An impressive range in an even more impressive campaign.
Upcycled fashion like you've never seen.
For men who seriously know how to dress.
Taylor Swift tells ASOS Magazine the life lessons she’s learnt.
Saving the world, one Canadian tux at a time.
Because who really ever got over them anyway?
This emerging New York Unisex street wear label was born out of a passion for colourfully kitsch 80s prints. Their latest...
We hit up Joey and Rob from ELEVEN Australia for some insider tips, nifty tricks and picked their brains on how they made it in...
We love the internet, especially the endless hours of shopping fun it provides us.