Gap hurdles Lululemon with a men’s athleisure line

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Gap is stretching into athleisure for men.

Hill City, a line of men’s jaunty wear to go along with a company’s Athleta code for women, will go on sale in October.

The line consists of lightweight widen pants, puffer jackets and reward shorts meant to be ragged from “working out to work to weekend.”

Hill City will be some-more costly than a men’s examination rigging already sole in Gap stores. For example, a span of pants will cost $128 and an oxford shirt will sell for $88. Hill City will be sole on a new website and in 50 name Athleta stores.

Athleisure sales have taken off in new years, nonetheless expansion is slowing. Total sales came to $48 billion in 2017, a 2% boost from a year before, according to a investigate organisation NPD Group.

Lululemon’s (LULU) batch in sold has been on a tear, roughly doubling given a start of a year. Sales expansion is strong, partly given of a success of a men’s athleisure clothes.

At Gap (GPS), CEO Art Peck pronounced activewear is a “key expansion area” for a company, whose batch is down 20% this year.

A representation of Hill City’s clothes.

The association is grappling with disappearing sales during Gap and Banana Republic locations, and has sealed 200 underperforming stores given final year.

But it’s found a splendid mark with Athleta and a bonus sequence Old Navy. The Gap pronounced those brands are pushing a skeleton to open 270 additional stores.

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