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Next Phase for Hill City: Let’s Get Physical

Gap Inc. is taking Hill City “out from behind an iPhone screen” and into the brick-and-mortar realm. That’s the word from Noah Palmer, general manager of Hill Street, discussing what lies ahead for the fledgling Gap Inc. men’s active brand. Hill Street isn’t ready to open bona fide retail stores. Yet the team is cautiously setting the groundwork for a possible rollout one day with a string of strategies launching this season to raise the brand profile and the distribution. Among the plans: wholesaling the collection at specialty retailers and on third-party web sites; opening a pop-up shop in the heart of San Francisco in mid- or late October, and selling Hill Street inside the Athleta sister division of Gap Inc. Next week, Hill Street hits the road with a mobile truck selling and spreading the word about the Hill Street collection. “We are definitely moving into a second phase of the business, but we are not in a position of pouring gasoline on it,” Palmer told WWD in an exclusive interview. “We are still really experimenting, building momentum, gaining traction and learning. But we know so much more today than we did a year ago.” Hill City’s thermal light shirt jacket.  In October 2018, Gap

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