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.