Over its unfortunately short two-year run, Hill City managed to earn the type of loyal following that ordinarily takes decades to grow. Of course, the notoriety and resources of its parent company, Gap, helped, but its pragmatic design, reliable quality and fair prices merited the reverence.
Gap has undergone a gentle rebranding over the past couple of years, and it looks like a revival of Hill City may be in the works. At the very least, a small collection of athletic-leaning apparel bearing the defunct sub-brand’s name is currently available on Gap’s website and, better still, discounted by 50 percent across the board.
When Gap launched Hill City in the fall of 2018, Gear Patrol called it “Athleta for Men,” but the brand was more thought-out than a simple gender swap of the wildly popular women’s athleisure label.
As Hill City’s general manager, Noah Palmer, explained at the time, it was designed to be a one-stop shop for men who lived an active lifestyle. Training apparel and casual everyday attire under one roof with a focus on versatility, functionality and mobility.
However, it was Hill City’s price-to-quality ratio that won fans over. When news of the new collection’s steeply discounted prices reached Reddit, the thread filled with recollections of great prices and endorsements of garments that still hold up after six years of steady use.
