Gilly Hicks Sydney : An Australian Themed Lingerie Brand from Abercrombie and Fitch

[lucy92]

American clothing brand Abercrombie & Fitch (A&F) is set to launch what is being described as an “Australian-themed“ lingerie concept store, but not in Sydney.

The eponymously named Gilly Hicks Sydney, or Concept 5 as it is known internally, is set to open its first store on January 2008 in Natick, Massachusetts along with other stores in Connecticut and New York.

What the allusions of the new brand to Sydney are, we can only guess. Perhaps it's to do with sun, surf and a great outdoors lifestyle or perhaps even a long lost Sydney relative, though anyone with the name will be laying claim to this title.

What is known is that A&F has secured trademarks for the Gilly Hicks name and a set of beach-oriented symbols in the United States and the UK (it was registered in June) in recent months, documents shows. Insiders report that Gilly Hicks will include underwear, loungewear and a personal-care division.

According to the August Trademarks Journal, the UK trademarking was in four classes including footwear, headgear, intimate apparel and intimate apparel accessories, athletic wear and athletic wear accessories, swimwear and swim wear accessories, fashion accessories, bags, fragrances and jewellery

A&F has already filed for trademark protection for both the "Gilly Hicks" and "Gilly Hicks Sydney" names, along with symbols including conch shells, nautilus, scallops and sand dollars. The shell logo is believed to be part of the main brand identity.

commentary from http://diffusionblog.blogspot.com/
image via fashionista.com

http://www.gillyhicks.com/
has a racy video that is under-age-restricted.

this seems to be a way for abercrombie to compete with aerie. they are opening 5 stores this month.

* Natick Collection / Natick, Massachusetts
* Smith Haven Mall / Lake Grove, New York
* Fox Valley / Aurora, Illinois
* Mall of America / Bloomington, Minnesota
* Westfarms / Farmington, Connecticut

[skot4mc]

interesting news, thanks for posting lucy92.

[FashionCopious]

I'm wasn't sure if we're allowed to upload nude pics on here but u can see more pics from the video at my blog FashionCopious.com

[d&g_fan]

cool! im looking forward to it thanks for the news
and great pics

[ysljunkie]

gross...

[Meg]

how utterly bizarre. Why is an american brand opening a lingerie store and pretending it has anything to do with Sydney or Australia let alone writing the name like the brand somehow originated from there. Go away!

[lucy92]

fashioncopious, dont forget to put a source for your image.
i have the feeling that the pic that you posted might be the tamest one ive seen so far from the brand...

[ptowngal]

Abercrombie & Fitch (A&F) is set to launch what is being described as an “Australian-themed“ lingerie concept store, but not in Sydney.

This is just bizarre. First of all it's not an Aussie company. Second of all, what in the world is "Australian-themed"?! KANGAROO PRINT? KOALA BEARS? It still looks like the same-old Abercrombie to me.

[lucy92]

one of the images trademarked for their logo had a koala in it...

i agree it is inexplicable...i think they also plan to put a "1932" or some other date in their logo/marketing as well.

pretending that the brand dates back from there....

[ilaughead]

So they finally found a replacement to their old catalogs...

[d&g_fan]

It is weird actualy I guess they are looking for something new

[masquerade]

let me make a prediction: the stores will be really dark and the music will be really loud.

[le go garçon 84]

I agree the whole "Australian" theme is really weird specially when they use those photos which are very reminiscent of their own Abercrombie a brand that's supposed to be so "american"

[d&g_fan]

Originally Posted by masquerade

let me make a prediction: the stores will be really dark and the music will be really loud.

im sure ur prediction comes out right lol!

[Cicciolina]

Originally Posted by Meg

how utterly bizarre. Why is an american brand opening a lingerie store and pretending it has anything to do with Sydney or Australia let alone writing the name like the brand somehow originated from there. Go away!

I think that's really bizarre as well. Sydney isn't exactly teeming with koala bears and kangaroos though, so at least they're not being totally stereotypical. Sydney is beachy, city and surfy, etc - but I don't know, I'm just not feeling it.