Gilly Hicks

Gilly Hicks is a lingerie brand owned by Abercrombie & Fitch, specializing in women's intimates and loungewear. It competes primarily with Victoria's Secret, Victoria's Secret PINK, and Aerie (an intimates spinoff of American Eagle Outfitters).

Its first store opened at Natick Mall in Natick, Massachusetts on January 21, 2008. On November 6, 2013, Abercrombie & Fitch announced it would close Gilly Hicks' retail stores, but continue the brand's online operations until 2015 when Gilly Hicks was absorbed into the Hollister brand. Gilly Hicks was resurrected in 2017 due to customer demand focusing in younger women. Since then, its products have been sold in all Hollister stores and online. As of 2019, Gilly Hicks is a popular seller on the Hollister e-commerce site and in its retail stores.

In 2021, the brand was revamped into a gender inclusive brand of underwear, loungewear, and activewear.