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Gap's New Hill City brand



O On a gleaming California morning, Noah Palmer stands in the lobby of his office building, stretching out a bear-like paw. He's a big man, a 35-year-old former MLS goalie with an unkempt beard and the kind of athletic stance that keeps him on the edge of the jump to block a penalty.

An elevator rises and opens to a sun-flooded floor. Through the windows, Palmer and his team of about 20 people can see the glittering waters of San Francisco Bay and the winding promenade of the Embarcadero, where runners run and cyclists ride along the shore. It's hard to imagine creating a perfect environment for a clothing startup, especially for those who turn to modern, active men who spend their lives in a state of constant movement. There they are all outside.

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			<span class= Courtesy of Hill City

In the hall there is a showroom, in which the opening season The dresses of Palmers new brand Hill City is shown, the only line of Gap Inc. exclusively for men, depending on your perspective Hill City Either she makes a functional clothing that looks like streetwear, or a streetwear that looks like a functional clothing Colors are more subdued and masculine: royal blue, moss green, sandy brown, functionality is often hidden: a secret zip pocket, a vent flap, moisture control Manufacture to remove sweat and rainwater to hell from your body.

H Ill City is hardly the first men's apparel brand to offer performance components. Mack Weldon makes awkward underwear. Lululemon designs jogging pants and compression tights for boys. What distinguishes Hill City is that it leads us to a (welcome) moment after the sporting event, where men in are expecting everyone to perform and all their clothes (even the ones they never wear for) Sports would wear) gym). In the world of Hill City, a man's shirts, pants, and jackets must be commonplace, bend, breathe, and look as if they would not even try.

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Courtesy Hill City

"There's a lot of really cool stuff in terms of performance apparel from a technical standpoint," says Palmer, surveying his market competition. "But we do not think it looks very good, it's not very cool, and at the other end of the spectrum
there are a lot of cool lifestyle-related stuff that does not offer performance to bridge those two ends of the spectrum. "

Think of this as a Carhartt with a gym membership.

He inspects pants hanging on the wall: The Everyday Pant is called a khaki Imagine that as a Carhartt with a gym membership.

He treats the material. The federal government is stretched a bit. The legs have a little stretch. But y you would never consider a man with the Everyday Pant and think, Hey, bro, how was yoga?

He moves to a waterproof, snap-on front jacket. "That's what we call a Thermal Light Shirt Jacket," he says. "I'm wearing it right now." (Palmer wears a head-to-ankle in his brand's clothes, Hill City does not wear shoes, so he wears low canvas vans.) The Deal with the Thermal Light Shirt Jacket It's surprisingly light and comfortable thanks to the premium PrimaLoft insulation warm. Despite all technology, it seems restrained and minimalist.

So everything in the showroom. Hill City does not make flashy logos or heavy prints. "We do not add details," says Palmer. "We remove it."

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Two of Hill City's lead designers at work The program has loyal customers who take prototype dresses for a trial run to give real feedback on performance

Courtesy Hill City

Now in a groove, he's looking for his debut collection: There are shorts with anti-odor liners: a pair of perforated socks to promote air circulation, an extremely heavy, mottled gray Organic 400 gram cotton hoodie – most sweatshirts, he says, are "around 200, 250, maybe 300 grams, but we wanted something really heavy and tight." The hoodie's kangaroo pocket has a mesh pocket for your phone

This spring, the line will be expanded to include swimwear and more The equipment was explicitly designed for training, but the soul of the brand is street clothing that works like sportswear The type of equipment you do not want to wear is not when you run on a treadmill, but rather to catch a flight.

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			<span class= Courtesy Hill City

" I hate the word athleisure, "Palmer says," It's not like we would ever Hill City categorize? But when I think about what being athleisure means, the code for things is more convenient. Once you have a product, such as a pair of pants, that's more comfortable than what you've been used to before it does not go back. "We continue from the cyclists and joggers in front of Palmers office window.


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