As Japanese retailer Uniqlo expands across the USA, it has been building its brand identity in a multitude of ways. Flagship store experiences, athlete sponsorships, online videos, and sponsored articles have worked to raise Uniqlo’s name recognition and promote its simple, trendy designs. This paper explores Uniqlo from the human aspect, specifically how consumers engage with and help shape the brand. Scholars have noted that consumers and workers play a role in establishing, promoting and personifying retail brands. Recently, discussions of immaterial and aesthetic labor have been extended with the idea of “glamour labor”—the actions individuals undertake to seem “cool.” Glamour labor helps celebrities, models and individual consumers build a personal image in everyday life and through social media. This paper applies the idea of glamour labor to a case study of Uniqlo shoppers and consumers. Drawing from a series of in-depth interviews and “shopper observation”, it is possible to see how the brand is extended and altered through consumers’ glamour labor. Consumers who engage in this process are helping to extend the brand while also burnishing their own cool credentials.