Reintroduced in 2017, Gilly Hicks is an underwear, activewear and loungewear brand designed to give Gen Z consumers a "daily dose of happy". The brand is owned by Abercrombie & Fitch co.
The brand was repositioned in 2021 as a gender-neutral inclusive brand. As part of its brand evolution, the company has introduced patterns and colours that match everyone’s styles, regardless of gender identity. The new stores have been designed to ensure customers of all gender identities feel as comfortable and confident as possible.
Listen to TheIndustry.fashion's podcast with Kim Dolder, Senior Vice President & General Manager of Gilly Hicks.
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