Gap launches sustainable men's lifestyle brand - Just Style
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Gap launches sustainable men’s lifestyle brand

By Giacomo Lee 20 Sep 2018

US speciality clothing retailer Gap Inc is to launch a high-performance men's apparel brand that features fabrics made with renewable and recycled fibres.

Gap launches sustainable men’s lifestyle brand

US speciality clothing retailer Gap Inc is to launch a high-performance men’s apparel brand that features fabrics made with renewable and recycled fibres.

Hill City is slated to launch in mid-October and will be available exclusively at hillcity.com, with selected pieces also displayed at 50 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,” says Gap CEO Art Peck. “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.”

According to Gap, the brand will offer technical athleisure clothing that “transitions seamlessly” throughout the day, from working out to work to weekend. 

“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,” says 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 Gap’s Athleta business, Hill City has been designated a B Corp (BLS) certified brand by integrating sustainability throughout many of its products, using high-quality renewable, recycled fibres to create performance fabrics.

Gap Inc recently reaffirmed its full-year guidance on the back of higher second-quarter profits and revenue, but an analyst warned that “deep-seated problems” remain at its namesake brand.