Hill City Finds Room in a Crowded Space

How the brand set out to make clothing for men based on their real-time feedback

Gap is introducing a new line of men’s basics today: Hill City. The under-their-umbrella brand is helmed by a team of in-house creatives including Noah Palmer, a former professional soccer player, new dad and brand director. Aimed at being the answer to the daily quarrels of outfit change after outfit change, Hill City is making a collection of high-performance clothing that looks acceptable in nearly any …