Gilly Hicks introduces gender neutral underwear, loungewear, and activewear

Gilly Hicks is getting another revamp, this time with gender inclusivity in mind.

The Abercrombie & Fitch brand introduced 100+ gender neutral underwear, loungewear, and activewear options this week.

• “The brand is celebrating a new purpose focused on helping Gen Z,” Kristin Scott, A&F global brand president, said in a statement.
• Gilly Hicks also announced a new “Future Stretch” fabric that “accommodate[s] a variety of body types.”

The new assortment is paired with a new standalone store—no gendered sections here—in Columbus, Ohio, its first since locations were shuttered and Gilly Hicks was folded into Hollister shops.

• More stores might be on the way, depending on how things go in the Buckeye State.

All inclusive: Retailers from Pacsun to Nordstrom are turning to gender fluid clothing to appeal to younger generations.

• Abercrombie & Fitch introduced its first gender neutral line, dubbed “Everybody Collection,” in 2018.

Zoom out: Gilly Hicks has gone through several brand iterations since debuting in 2008. So far, none has stuck, but gender inclusivity might be the silver bullet. 70% of consumers between 16 and 24 agree or strongly agree that “gender doesn’t define a person as much as it used to,” per a December 2020 Wunderman Thompson survey of 1,000 Gen Zers.—KM