Gap Shuttering Hill City Brand

Hill City, a men’s athletic brand launched in October 2018 by Gap, is winding down business.

“We are living in unprecedented times with unprecedented consequences, forcing us all to make and face tough calls,” says Gap in a blog post. “And the difficult decision has been made to shut down Hill CIty. We are extremely sad. This is our passion brand. But it is also this passion, that brings us a ton of pride and gratitude. Thank you for believing in a small team with a dream. Thank you for ever even thinking about us when it came to getting dressed in the morning. And thank you for being the best customers that we could have ever asked for.”

Gap says the Hill City brand will shutter “over the course of the year.” The brand will still be restocking some styles and dropping new ones until the business completely winds down.