Hill City Makes Its IRL Debut on Fillmore Street

Photo: Hill City

Gap Inc. clearly believes in the power of the women’s performance and athleisure trends. The women’s Gap Fit line has a home in most Gap Body storefronts, and business at Athleta is booming. But, until recently, the family of brands hasn’t been as bullish on the men’s performance market. Sure, you could find men’s activewear in Old Navy stores, but Gap Fit for the fellas was only available online. Now, the company has not only launched a new performance brand for men, Hill City, it’s also giving the line brick and mortar space in Athleta’s Fillmore Street store.

Founded by former MLS soccer player Noah Palmer, Hill City launched online in October as part of the Gap Inc family. The company describes itself as “a new high-performance menswear brand from Gap Inc. with the mantra ‘everything on purpose.’” The collection is filled with logo-light, everyday basics for both workouts and hangouts. Much like Athleta, the line is integrating sustainability in many of its products by using renewable, recycled fibers. Prices are similar to GapFit’s men’s pricing: shorts are $58-$68, pants and fleece hoodies are $98, and outerwear hovers under the $200.

While Hill City is primarily an ecommerce venture for now, San Francisco shoppers can enjoy the Gap Inc hometown advantage of checking out the brand in person at Athleta in Pac Heights, (2226 Fillmore Street). Can’t wait to see what Hill City has in store? There’s a sneak preview of the first collection below.