Gap Launches New Men’s Performance Lifestyle Brand

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Gap Inc. plans a mid-October launch for Hill City, a new high-performance men’s apparel brand offering “technical clothing” that transitions through the day from working out to work to weekend.

“Active is a key growth area for Gap 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 of Gap in a press release. “It leverages the benefits of our uniquely scalable operating system from our supply chain to ecommerce to customer relationships and data.”

Hill City will be available online and in 50 select Athleta stores. It has been designated a certified B Corporation brand by integrating sustainability throughout many of its products using renewable, recycled fibers.

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