Gap Inc. To Close Men’s Performance Brand, Hill City
Gap Inc. announced the decision to wind down its Hill City 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.