American apparel label GAP Inc. will launch a new active wear brand, Hill City, to cater to men in the athleisure wear segment. The line is said to be a replica of its women’s wear activewear brand; Athleta, which is one of the brand’s high performing labels.
Hill City is expected to be launched next month on the company’s online marketplace, besides 50 selected pieces being made available at 50 Athleta outlets. The collection will include a varied range of sweatshirts, raincoats, pants and shirts.
Hill City’s collection has been manufactured using recycled fabrics that has earned the brand a B Corp certification as well as the tag of being an environment-friendly brand.
Speaking on the development, Art Peck, President & CEO, GAP Inc. Said, “With Hill City we want to cater to the demands of customers who were consistently asking the brand to provide a high-end men’s brand which combines highly technical fabrications, performance and style.”
The apparel brand is betting big on the upcoming festive season in a bid to revive itself from the constant fall in sales it has been witnessing in the past. The company believes that its upcoming label can compete or match with fellow country-based athletic apparel brand Lululemon Athletica.
Furthermore, Noah Palmer, GM, Hill City was quoted as saying, “Men’s lives are evolving and we don’t want a different look for each aspect of our lives. 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.”
