Gap stretches into men’s athleisure with new online brand launch
Gap Inc. is hoping lightning strikes twice — and that athleisure has staying power.
Hoping to duplicate the success it has experienced with Athleta. Gap plans to launch a high-performance men’s apparel brand, called Hill City, made up of “technical clothing” designed to transition through the day— from working out to work. The brand is slated to launch mid-October.
Hill City merchandise will be priced higher than the men's workout gear currently sold across the Gap Inc. portfolio and will be available exclusively on the brand’s own website. Pieces from the collection will also be displayed at 50 select Athleta locations.
“Active is a key growth area for Gap Inc. and 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,” said Art Peck, president and CEO, Gap. “Hill City brings a new perspective to men’s apparel that is complementary to our iconic portfolio of brands and leverages the benefits of our uniquely scalable operating platform — from our supply chain, to e-commerce to customer relationships and data.”
No physical Hill City stores are planned — at least not for now. But the retailer did not totally dismiss brick-and-mortar stores sometime in the future, Women’s Wear Daily reported, if the brand does well online.
Incubated alongside Gap’s successful Athleta business, Hill City in-tegrates sustainability throughout many of its products. It uses high-quality renewable, recycled fibers to create performance fabrics.
Hoping to duplicate the success it has experienced with Athleta. Gap plans to launch a high-performance men’s apparel brand, called Hill City, made up of “technical clothing” designed to transition through the day— from working out to work. The brand is slated to launch mid-October.
Hill City merchandise will be priced higher than the men's workout gear currently sold across the Gap Inc. portfolio and will be available exclusively on the brand’s own website. Pieces from the collection will also be displayed at 50 select Athleta locations.
“Active is a key growth area for Gap Inc. and 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,” said Art Peck, president and CEO, Gap. “Hill City brings a new perspective to men’s apparel that is complementary to our iconic portfolio of brands and leverages the benefits of our uniquely scalable operating platform — from our supply chain, to e-commerce to customer relationships and data.”
No physical Hill City stores are planned — at least not for now. But the retailer did not totally dismiss brick-and-mortar stores sometime in the future, Women’s Wear Daily reported, if the brand does well online.
Incubated alongside Gap’s successful Athleta business, Hill City in-tegrates sustainability throughout many of its products. It uses high-quality renewable, recycled fibers to create performance fabrics.