Gap Inc. announced plans to close its Hill City men’s performance brand.
Hill City, launched in 2018, was meant to serve as a men’s oriented alternative to the company’s women’s athleisure brand Athleta. In its launch announcement, the brand touted its certification as a B-Corp. through the use of sustainable materials.
The move comes as the company is making an expansive effort to cut expenses amid the pandemic and struggles at its core Gap banner.
In a statement, Gap Inc. said it will apply learnings and talent from Hill City across its portfolio. For example, as the athleisure category continues to grow for men, the company said it can leverage Hill City styles, fit and innovation into future men’s lines at its other brands, starting with the Banana Republic.
“We are living in unprecedented times with unprecedented consequences. I am so proud of the Hill City team and what we accomplished in such a short time,” said Noah Palmer, head of Hill City. “From all of us at Hill City, and from the deepest parts of our hearts, thank you for being a loyal customer, supporter, and friend, and helping us build our dream product and brand.”
Hill City will ramp down and will continue to take customer returns in the months ahead.
In a notice posted on the Hill City website, the company said it would wind down operations while selling the remainder of its inventory online in the following months.
Photo courtesy Hill City
