Gap Inc. is shutting down a direct-to-consumer men's performance activewear brand it launched in fall 2018.
The apparel retailer said that it plans to wind down operations of Hill City during the course of the year. However, it will still be restocking its best styles and dropping new ones until that time.
"We are living in unprecedented times with unprecedented consequences,” said Noah Palmer, head of Hill City. “I am so proud of the Hill City team and what we accomplished in such a short time.”
Hill City was designed to serve as a men's compliment to Gap’s successful women's athleisure brand Athleta and to give the company a presence in the growing men’s active apparel market. Gap said it will leverage Hill City styles, fits, and innovation into future men’s lines at its other brands, starting with Banana Republic.