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Gilt to Tease New Men’s Brand During Pre-Super Bowl Festivities

Gilt is latching onto the frenzy surrounding Sunday’s Super Bowl to drum up interest in its new private label men’s brand. Called NHP, the collection will launch on the Gilt web site in June and rollout to sister Saks Off 5th stores in the fall. NHP, which stands for New High Performance, will include both tailored clothing and sportswear and is targeted to the athletic Millennial male. Wednesday night in Minneapolis, the host city of the Patriots-Eagles matchup this weekend, Gilt will host a cocktail party and preview the collection for the announcers, celebrities, professional athletes and influencers in town for the game. “We are looking to develop a program for young, fashionable guys, and we think there’s a big opportunity for hip, cool, updated suits that are closer to the body,” said Tom Ott, chief merchant of Gilt and Saks Off 5th. “There are not a lot of options for those guys at the lower end of the market.” The suits will retail for $495 and will feature high-performance fabrics and attributes such as comfort and flexibility, he said. Ath-leisure sportswear looks will also be offered. At the event in Minneapolis, the looks will all be styled with sneakers to make the point that

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