With Abercrombie & Fitch Sitting Pretty, Its Sister Brands Get a Makeover

Gilly Hicks' rebrand and the launch of Social Tourist are already producing dividends


While flagship banner Abercrombie & Fitch garnered most of the attention—going from one of the most disliked brands in America to a successful turnaround—its parent company has been hard at work reviving the rest of its portfolio.

Much of that progress came to fruition this past year, namely in the form of a relaunch of athleisure and intimates brand Gilly Hicks that, along with recently launched apparel label Social Tourist, is part of the brand’s Hollister business.

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