Gap Inc. announced last week that it has made the decision to wind down its Hill City menswear brand, prioritizing resources against its larger brands.
Launched in fall 2018, Hill City was a way to go after the growing men’s active apparel market and operate DTC in a nimble manner. “The small but mighty team worked passionately to build a loyal customer base by connecting with wear testers that helped make the best product possible, sharing stories of everyday heroes and athletes, reaching customers with pop-up shops and a mobile truck, and giving back to its community,” the company said in a statement.
Gap Inc. said it will apply learnings and talent from Hill City across its portfolio of brands. For example, as the athleisure category continues to grow for men, the company can leverage Hill City styles, fits, and innovation into future men’s lines at its other brands, starting with Banana Republic.
“We are living in unprecedented times with unprecedented consequences,” said Noah Palmer, head of Hill City. “I am so proud of the Hill City team and what we accomplished in such a short time. 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 to come.