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Gap Inc. Unveils New Brand, Hill City

Gap, Inc.’s Hill City, its first new brand in more than a decade, is the menswear equivalent “of what brands like Lululemon have been doing for decades: Creating versatile clothing that allows the wearer to move in and out of rigorous physical activity,” according to Fast Company. The $15.9 billion parent company of Old Navy, Banana Republic, Athleta, and Gap is aiming to improve the company’s sales in “betting that athleisure isn’t just a passing trend.”

Read the whole story at Fast Company »

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