UGUU Uguu (oo-GOO) is a Toronto-based brand run by 22 year old Sefa Rina (Seffa Reena). She bases her designs around the themes of crying, internet culture, Japanese street fashion and mental health. She recently won the Atomic Lollipop Emerging Artist Scholarship and is also known for her anime rap music, which she performs under the name Treazure Preshus (treasure precious). This featured collection titled ‘Hikikomori’ (Hee-kee-koh-mo-ree), the Japanese word for a human recluse or shut-in, uses cute pastel colours, classic uniform styles and carefully designed prints of anime and manga characters to comment on the phenomenon and the struggle of growing up.