American fashion label GAP Inc. is planning to soon launch its own men’s athleisure brand, Hill City, this October. It already has an activewear brand named Athleta for women.
“Men’s lives are evolving. We don’t want a different look for each aspect of our lives… Our team set out to rethink men’s apparel with one brand that could fill a man’s entire closet with versatile, high performance pieces that can take him from a hike to a dinner out,” said Noah Palmer, General Manager of Hill City.
The all-new collection of Hill City will be available for purchase on its website and with select pieces at 50 Athleta stores. The range will include sweatshirts, raincoats, shirts and pants.
The fashion company had already shared its plans last month to open around 270 stores under the new labels while shuttering 200 GAP and Banana Republic stores in the years to come.
Notably, GAP has also kept the sustainability aspect in mind as Hill City is made with recycled fibers, earning the brand a B Corp Certification — which is given to businesses that meet the highest standards of verified social and environmental performance, public transparency and legal accountability to balance profit and purpose.
“Hill City is our response to consistent feedback from customers looking for a premium men’s product that combines highly technical fabrications, performance and style,” averred Art Peck, President and CEO of GAP Inc.