Gap Inc. announced the launch of Hill City, a men’s athleisure brand. Hill City is slated to launch mid-October available exclusively at, and pieces from the brand 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 Inc. “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.”

“Men’s lives are evolving. We no longer want to dress as either an ‘athlete’ or ‘outdoorsman’ or a ‘businessman’—we are all of those, and we’re also fathers, friends and active members of our communities. We don’t want a different look for each aspect of our lives,” said Noah Palmer, general manager of Hill City. “That’s why our team set out to rethink men’s apparel with one brand that could fill a man’s entire closet with versatile, high performance pieces that can take him from a hike to a dinner out without sacrificing a sense of style.”

Incubated alongside the successful Athleta business, Hill City has been designated a B Corp certified brand by integrating sustainability throughout many of its products, using high-quality, renewable, recycled fibers to create performance fabrics.

Photo courtesy Hill City