Gilly Hicks Goes Gender-Inclusive and Announces Exciting New Concept Store

From their global reintroduction in 2017 to last year’s innovative addition of Gilly Go activewear line, American lifestyle brand Gilly Hicks have launched their first gender-inclusive underwear collection as well as a new visual store concept and digital experience as they embark on an exciting long-term journey of brand rediscovery and diverse inclusivity.

Celebrating a new, re-imagined sales purpose and evolution, the brand set out to bring Gen Z a daily dose of happiness and renew a sense of wellness and mindfulness for the younger generation through new garments identified by patterns, colours and silhouettes rather than gender identity – because let’s face it we don’t do labels.

Staying true to what they do best, the fashion-forward brand are launching 100 gender-inclusive items across their signature activewear, underwear and loungewear departments. Timeless underwear will arrive in two fits and three fabrics where relaxed loungewear makes home to joggers, t-shirts, hoodies and printed shorts as well as activewear featuring seamless tanks and cool-down pullovers. Not only championing gender inclusivity, the brand are also making efforts to increase their size inclusivity by introducing a new innovative future stretch fabric which is designed to flatter and compliment a range of unique body types.

Alongside their gender neutral product collection, selected Gilly Hicks and Hollister stores have even been reimagined to create a new brand customer experience. From a welcoming atmosphere and seamless store layout to products separated by fabric and end-use rather than by gender, the new experience will ensure shoppers feel comfortable as well as marking a new chapter for the Gilly Hicks brand, one that we cannot wait to continue reading.

The gender-inclusive underwear collection is now exclusively available online and in stores from Gilly Hicks and Hollister, with prices beginning at £9.