Urban Outfitters is redefining the back-to-campus experience for Gen Z with the launch of UO Haul, a customer experience created to support students through a major life transition.

This season of life is an invitation for students to embrace new identities by experimenting with fresh styles in both their wardrobe and their personal dorm spaces. “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,” said Cyntia Leo, Head of Brand Marketing at Urban Outfitters. As such, UO Haul will reach Gen Z with pop-ups, strategic brand partnerships, surprise giveaways, and more.

UO Haul kicked off in NYC, and Urban Outfitters hit the streets of Manhattan with a citywide scavenger hunt featuring glass-walled trucks featuring curated dorm room designs: The Pretty Haul, The Plush Haul and The Pregame Haul.