Gap launched Hill City in October. It's meant to be high-performance clothing that can be worn in everyday life.
, the company had an estimated $800 million in sales in 2016, which was twice as much as in 2010.
Palmer said that Hill City is bridging the gap between these high-performance brands that have been seen as more fashionable in recent years with more lifestyle-focused clothing. But Hill City is entering the market at a time when athleisure powerhouse Lululemon is doubling down on its menswear offering.that sent its share price soaring and confirmed that it is on track to grow its newly formed menswear category into a $1 billion business by 2020.
"From the beginning, we have seen our role in the market is pulling those two opposite ends in the spectrum [lifestyle and performance wear] closer together."Nike, Lululemon, and Gap want to cash in on a major trend of men caring more about their appearance
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