Gap Inc. opens first retail location of its Hill City menswear brand

Marianne Wilson
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Hill City

Hill City has popped up in its parents’ home town and is also expanding in other ways as it looks to start ramping up its growth.

The direct-to-consumer premium men's activewear brand, which Gap Inc. launched a year ago, has opened a store in San Francisco’s Hayes Valley neighborhood. The 12-month pop-up, located at 522 Octavia Street, features a curated assortment of best sellers. It is designed to test the operations of a physical space and engage with the community with local events. 

Hill City is also trying something new for a Gap Inc. brand: entering into wholesale partnerships. Select items will be available at, Need Supply, Neighborhood Goods, A Runner’s Mind and Ships (in Toyko). Gap’s Athleta brand will feature a capsule Hill City collection in seven locations. 

In addition, a Hill City truck is hitting the streets of San Francisco. The mobile shop-in-a-truck will allows customers to touch, feel and purchase product in person. Hill City good are also available through wholesale partnerships at jh, Need Supply, Neighborhood Goods and Ships (in Toyko). 

The expansion of Hill City, which has been called a male version of Athleta, comes as Lululemon Athletica Inc. is growing its menswear business, whose comparable sales grew 27% in the quarter ended Aug. 4.

For a Q&A with the Hill City team, click here.