Urban Outfitters Unveils “UO Haul”: The Back-to-Campus Campaign Built for Gen Z’s Biggest Moves

Press Release

May 20, 2025

From big moves to small spaces, UO’s omnichannel campaign supports Gen Z during one of life’s biggest transitions—helping them curate their space, style, and sense of self.

Urban Outfitters is redefining the back-to-campus experience for Gen Z with the launch of UO Haul: a 360-degree customer experience designed to support students through one of the most defining chapters of their lives. From graduation to first dorms to refreshing a space for a new semester, UO Haul shows up through products that Gen-Z craves, citywide pop-ups, strategic brand partnerships, and surprise giveaways. More than a campaign, it’s a platform that inspires their style, energizes their space, and celebrates who they’re becoming.

“Back to campus is a pivotal moment for our Gen Z customer. 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. We’re showing up alongside incredible partners to serve our customers in the moments that matter most. 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,” says Cyntia Leo, Head of Brand Marketing at Urban Outfitters.

UO Haul kicks off in New York City on May 19th, when Urban Outfitters hits the streets of Manhattan with a citywide scavenger hunt. Participants will follow clues to discover a fleet of glass-walled trucks, each transformed into a Gen Z dorm room and styled to reflect a distinct aesthetic:

- The Pretty Haul: Filled with floral prints, flirty dresses, playful patterns, and mood-setting dorm décor. Made for soft lighting selfies, bestie debriefs, and dressing up with nowhere to go.
- The Pregame Haul: Stocked with night-out looks, music, glow-up lighting, and everything you need for the ultimate GRWM moment. This is the party before the party with loud vibes and louder looks.
- The Plush Haul: Packed with quilted bedding, fluffy pillows, and bedrot-worthy loungewear. Your soft landing to help you unplug, power down, and fully embrace your stay-in era.

From the hunt, select winners will be invited to a special experience set to take place the next day featuring KATSEYE. The global girl group, who recently charted on the Billboard Hot 100 with their single “Gnarly,” have quickly become a rising force in music and style. The event will be complete with live music and an early look at the season’s back-to-campus must-haves.

KATSEYE shared their excitement about the partnership: “Urban Outfitters has always been a place where we find pieces that feel true to our styles, vibes, and home. So, teaming up with UO for Back to campus just made perfect sense. This season’s all about self-expression, core memories, and the beautiful chaos along the way. We’re so excited to get to share that energy with our fans. We’ve got some fun surprises in the works, and we can’t wait for you to see it all!”

Phase two of UO Haul launches in June with Special Delivery—a month-long initiative celebrating recent graduates of the UO community, inspired by the thousands of heartfelt letters Urban Outfitters receives each year. UO will honor grads in a variety of ways throughout the season, from thoughtful gestures to unexpected moments of appreciation. In addition, UO is teaming up with Collegeboxes by U-Haul to make college move-in easier than ever. Through a back-to-campus contest launching the week of June 9, three students will win $1,000 in Urban Outfitters products and a move-in experience from Collegeboxes by U-Haul, which includes door-to-door service to handle their move from home to campus- making the transition seamless. Winners will be announced the week of June 23.

Later this summer and into fall, Urban Outfitters will roll out a 20-store Campus Essentials pop-up experience in key college markets. These temporary shops will feature university-inspired collections, ranging from graphic apparel and playful accessories to home items like drinkware, lighting, and bath essentials; all designed with the unmistakable UO wink. The assortment will also include stationery, dorm décor, and exclusive campus-themed pieces that help students personalize their space. These immersive retail moments are part of a broader strategy to reimagine back-to-campus shopping by blending function, style, and discovery in a way students won’t find anywhere else.

From surprise experiences to curated product and community-driven moments, UO Haul reinforces Urban Outfitters’ commitment to supporting Gen Z through every step of the college journey- on campus and beyond.For more information on UO Haul and Special Delivery, please visit www.urbanoutfitters.com.

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About Urban Outfitters
Urban Outfitters is a global lifestyle brand dedicated to fueling the next generation’s individuality through a unique blend of product, creativity, music, and youth culture. Founded in 1970 in a small space across from the University of Pennsylvania, Urban Outfitters now operates over 200 stores across the United States, Canada, and Europe, alongside a dynamic digital presence. Empowering bold self-expression, Urban Outfitters leads with its distinctive designs and curated selection of women’s, men’s, accessories, and home products, and best-in-class brand partnerships. For more information, visit Urban Outfitters at www.urbanoutfitters.com.

Media Relations Contact:
PR@urbanoutfitters.com