UT LOOP!

Objective

Uniqlo wanted to celebrate the UT (Uniqlo T) line by engaging customers in a creative expression campaign. The project positioned t-shirts as personal identity statements and tools for self-expression. Through an interactive social game, the brand aimed to build community engagement around custom t-shirt design and fashion identity.

Solution

UT LOOP! was an interactive web-based game where users could create their own t-shirt "loops" (style combinations or designs) or rate and rank other players' creations. The gameplay resembled a social matching game that explored individual fashion expression through community voting. Players interacted in what was described as a "human mixing machine" format. The project was directed by Yugo Nakamura and produced by THA LTD, a Tokyo-based production company specializing in interactive design.

Results

Not published.