Urban Outfitters (UO) has launched UO Haul, a multi-stage campaign designed to support students decorating a dorm room for the first time or refreshing a space for the new semester.
UO Haul’s biggest retail element will be the rollout of 20 “Campus Essentials” pop-ups this summer and fall in key college markets that will feature university-inspired collections of graphic apparel and accessories as well as home items like drinkware, lighting, bath essentials, stationery and dorm décor, as well as exclusive campus-themed pieces designed to help students personalize their space.
The UO Haul initiative kicked off May 19 in New York City with a citywide scavenger hunt featuring clues that led participants to a fleet of glass-walled trucks, each transformed into a Gen Z dorm room and styled to reflect a distinct aesthetic:
- The Pretty Haul: Floral prints, playful patterns and mood-setting dorm décor;
- The Pregame Haul: Night-out looks, music, glow-up lighting for the party before the party, with loud vibes and louder looks; and
- The Plush Haul: Quilted bedding, fluffy pillows and loungewear creating a soft landing to fully embrace a stay-in era.
Select winners of the hunt were invited to a special experience the following day featuring KATSEYE, a global girl group that recently charted on the Billboard Hot 100 with their single “Gnarly.”
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“Back to campus is a pivotal moment for our Gen Z customer,” said Cyntia Leo, Head of Brand Marketing at Urban Outfitters in a statement. “It’s about more than just what they need, it’s about who they’re becoming. With UO Haul, we’re proud to celebrate and support them through every step of their journey. From moving into their first dorm or apartment to refining their personal style, we’re here to help make the transition feel effortless and uniquely theirs.”
Special Delivery Arrives in June
The second phase of UO Haul will be a month-long celebration of recent grads of the UO community, inspired by the thousands of letters Urban Outfitters receives from them each year. Additionally, UO is partnering with Collegeboxes by U-Haul to simplify college move-ins. In a contest launching June 9, three students will win $1,000 in UO products and a move-in experience from Collegeboxes that include door-to-door service from home to campus. Winners will be announced the week of June 23.
