NEW BRAND ALERT

Gap Inc. Launches New Men's Luxury Activewear Brand Hill City

Hill City acts as the brother brand to Athleta, the high-performance women's activewear line.

For a while, Athleta filled the activewear gap (no pun intended) in Gap Inc.'s portfolio, but it only catered to women. Now, the company has launched Hill City, a men's luxury activewear brand. The brand, which originally debuted at the end of September, features all the fitness-focused apparel you'd expect from a brand that dubs itself "High-Performance, Re-Defined." Water- and wrinkle-repellent workout shorts and moisture-wicking t-shirts are side-by-side with everyday options like slim fit pants (made with water-repellent fabric), thermal shirt jackets, and more. Hill City is about taking what it means to be active, whether in the city on a commute, working out in a gym, or hitting a trail, and making it accessible to anyone. The styles are clean and minimal, focusing mostly on neutral colors with the occasional pop of bright red. You can flip through Train, City, Outdoors, and Essentials to get a sense of everything they have, because it's a lot. - Jillian Lucas

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Jillian LucasCommerce Director, Scouted

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