Hill City Reviews

Hill City was a brand of Gap Inc. that offered high-performance men's apparel. The brand was announced in September and was exclusively available at hillcity.com. The products combined a clean aesthetic with technical features and innovative fabrics, allowing seamless transition throughout the day. Some popular items included the Everyday Merino Tee, a thermo-regulating top made from a blend of merino wool and Sorona Performance Fiber, the Everyday Pant, a go-to pant for work and commute that stretches, repels water, and wicks away sweat, the Hooded Train Shell, a lightweight, waterproof jacket with multiple features, and the X-Purpose Short, a breathable, wrinkle-free, water-repellent short made from 4-way stretch nylon. However, Gap Inc. decided to wind down the Hill City brand, prioritizing resources against its larger brands. The styles, fits, and innovation from Hill City were planned to be leveraged into future men's lines at other Gap Inc. brands, starting with Banana Republic.

Gap Inc. decided to close Hill City, its men's performance brand, to prioritize resources against its larger brands. Hill City was launched in Fall 2018 as a way to tap into the growing men's active apparel market and operate in a nimble manner. Despite the passionate work of the small team and the loyal customer base they built, the decision was made to wind down the brand. The learnings and talent from Hill City will be applied across Gap Inc.'s portfolio. For instance, as the athleisure category continues to grow for men, the company plans to leverage Hill City styles, fits, and innovation into future men's lines at its other brands, starting with Banana Republic. The decision to shut down Hill City came as Gap Inc. was looking to recover following the coronavirus pandemic and focusing its efforts on larger brands, such as Banana Republic and Old Navy. Hill City ramped down and continued to take customer returns in the months following the announcement.