The fast fashion industry is one of the fastest growing and recognizable industries in the world with giants such as ‘H&M’ and ‘Inditex-ZARA’. Due to its ever-changing selection of clothes and affordable price, it is easy for fast fashion companies to spur brand loyalty amongst their customers. The researchers find this topic interesting and decided to study it further. This study aims to understand the factors that affect UPH students’ brand loyalty towards the fast-fashion brand, UNIQLO. With its diverse selection of clothing and budget-friendly price, it is easy to understand why fast-fashion brands such as UNIQLO is famous among the younger generations. In this study, the researchers will focus on six different factors such as brand awareness, perceived quality, perceived value, brand personality, organization association and brand uniqueness and how it affects UNIQLO’s brand loyalty. The population chosen for this study are the UNIQLO buyers in Indonesia whilst the sample are 202 UPH Business School students’ who have bought UNIQLO. Results were obtained by giving out online survey questionnaire and the results were analyzed using the multiple regression model and utilizing the SPSS software. The results indicate that brand awareness, perceived value, brand personality and brand uniqueness significantly and positively affect consumer brand loyalty. Whilst, perceived quality and organization association does not significantly and positively affect consumer brand loyalty. Therefore, it is recommended that UNIQLO focuses on brand awareness, perceived value, brand personality and brand uniqueness to increase and maintain their consumer brand loyalty. Further research is needed to identify other factors that can strengthen UNIQLO’s consumer brand loyalty.