Athleisure is here to stay, and now Bay Area dudes have a locally inspired label from a locally based brand.

Plus, Marc Benioff drops almost $200 mil cash to buy Time mag, Jerry Brown legalizes helmetless scooter riding, and semi-naked "blood" soaked animal rights activists are aggravating workers at a Berkeley Whole Foods. These and more topics to chew on this weekend.

Gap Inc. unveils its first new brand in more than a decade,Fast Company

The San Francisco–based retail giant may be flailing, but its women's athleisure brand, Athleta, is comparatively kicking butt. So why, you might wonder, does Gap not launch Athleta for dudes? Enter Hill City, the performance menswear brand that marks the first new launch for the corporation in over a decade. Read more.

Time Magazine Is Bought by Marc Benioff, Salesforce Billionaire,The New York Times

While publishers around the globe are trying to offload their withering print titles, Meredith Corporation has shown them how its done. With a big shake of the hand, our own Bay Area billionaire scooped up Time magazine for $190 million—cash. Read more.

San Francisco's Eventbrite soars nearly 70 percent in IPO, SF Chronicle

On Thursday afternoon, staffers at the ubiquitous events company were spotted exiting the SF HQ clad in Hawaiian shirts and leis and carrying six-packs. They were celebrating Eventbrite's epic debut on the New York Stock Exchange: The IPO brought the company's valuation to a whopping $3 billion. Read more.

Whole Foods Seeks Restraining Order Against Berkeley Animal Rights Protesters, Eater SF

Scantily clad and faux-bloodied animal rights activists have been parading their flesh around a Whole Foods store in Berkeley in advance of Direct Action Everywhere's #OccupyWholeFoods week of protests. Now owned by Amazon, the grocer is not having it. Read more.

Riding an e-scooter without a helmet to be legal in California. What could go wrong?, San Diego Tribune

In the same week that the first fatality on a Lime scooter was reported in Dallas, TX, Cali gov Jerry Brown has scrapped a law requiring citizens to wear helmets on e-scooters. Mmm-kay. Read more.