# Adaptable Performance Menswear 'Hill City' is the First New Brand from Gap Inc. in Over a Decade By Laura McQuarrie | Published 2018-09-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hill-city References: [fastcompany](https://www.fastcompany.com/90238533/gap-inc-unveils-its-first-new-brand-in-more-than-a-decade?utm_source=postup&utm_medium=email&utm_campaign=Fast%20Company%20Daily&position=1&partner=newsletter&campaign_date=09202018) & [hillcitylaunch](https://hillcitylaunch.com/hillcity.html) Consumers have come to know and love brands like Old Navy, [Banana Republic](https://www.trendhunter.com/trends/creator-community), Gap and Athleta from Gap Inc. and now, men will be able to find high-performance technical apparel from the newest brand, [Hill City](https://www.trendhunter.com/trends/hill-house-home-1). Hill City is the first new brand to be introduced by Gap Inc. in more than a decade and it is designed to provide men with options to easily go from the gym to the office and beyond. Naturally, the brand is being compared to others like [Lululemon](https://www.trendhunter.com/trends/lululemon-x-erewhon) that have been serving a similar purpose for women for years now. In the same way that many fashion start-ups are embracing the direct-to-consumer model, Hill City will be launching online as of October. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 88% | Activity: 61% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What Makes This Trend Stand Out - **Adaptable Performance Menswear:** The trend towards apparel that can easily transition from workouts to daily wear offers opportunities for innovation in multi-functional design and materials. - **Direct-to-consumer Fashion Brands:** The direct-to-consumer model is disrupting traditional retail, offering opportunities for fashion brands to reach audiences more efficiently while having greater control over their supply chains and production processes. - **Technical Apparel for Men:** The growing interest in technical fabrics and performance wear among male consumers presents opportunities for fashion brands to design and market innovative products that cater to this market segment. ### Sectors Adopting This - **Fashion and Apparel Retail:** Existing and new retail brands can innovate by expanding their expertise in material technology and product function to appeal to the growing demand for multifunctional and performance-oriented men's clothing. - **Online Retail:** The rise of e-commerce and direct-to-consumer sales of fashion and apparel products presents opportunities for new and established brands to capture a growing share of online sales. - **Athletic Wear:** Athletic wear brands can explore and innovate a unique product offering that is simultaneously training, casual workwear, and formal wear. They will be successful by maintaining the balance of adaptable designs, market-focused innovative products, and practical clothing fit for various lifestyles. ## Related on Trend Hunter - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Tailored Americana Fashion](https://www.trendhunter.com/trends/gapstudio.md) - [Creator Community-Focused Platforms](https://www.trendhunter.com/trends/creator-community.md) - [Extensive Collaborative Kids Apparel](https://www.trendhunter.com/trends/palace-gap.md) - [High-Performance Technical Gear Sub-Labels](https://www.trendhunter.com/trends/first-ascent.md) - [Practical Apparel Capsules](https://www.trendhunter.com/trends/eastern-design.md) - [Men-Focused Everyday Wear Lines](https://www.trendhunter.com/trends/skims-mens.md) - [Expansive Technical Apparel Brands](https://www.trendhunter.com/trends/field-gear.md) - [Designer-Approved Western Apparel](https://www.trendhunter.com/trends/dapper-dan-1.md)