Despite the dominance of Nike, Adidas, Under Armour, and a slew of countless other athletic brands, The Gap is convinced that it has what it takes to compete with the very best athletic clothing brands. With the help of former MLS goalie Noah Palmer, and learnings from its established female-focused activewear brand Athleta, Gap is launching a new brand just for men called Hill City.
The new performance brand focuses on technical clothing that’s designed for workouts, as well as downtime on the weekend. The brand will offer everything from shells, to running apparel, down jackets, and much more, which offer an average price point of $80. Hill City has even placed a large focus on sustainability, as the company has been designated as a B Corp brand that utilizes renewable and recycled fabrics in most of its garments.
Hill City promises to balance performance and style with forward-thinking design when it goes on sale in October. Look for the new gear on their new website, as well as in 50 select Athleta stores.