FALL 2019
IT’S WHATEVER THE HELL YOU WANT IT TO BE Hear the word "adventure" and your mind may wander to
equipped countless guys with the gear for getting out there.
a trek through the rugged terrain of Denali or you might
In the following pages, we're sharing one of the most valuable
imagine spelunking down a cave system in a remote stretch
lessons our team has learned through the years: adventure's
of Vietnam. Ok, sure, those things certainly qualify but here at
subjective—stepping on stage at improv night (pg.18) can
Huckberry we're dead-set on expanding the definition. Simply
make your palms just as sweaty as rappelling down a rock face
put, there are plenty of ways to get your adrenaline pumping
in Yosemite (pg. 10). However you define adventure is alright in
that don't require a passport or emptying out your 401K.
our book. So dive in, meet the Huckberry team, and remember
Since Huckberry's founding in 2011, we've hunted down these
that an adventure is always just around the corner—and the
everyday adventures, reported back with inspiring stories, and
world is still full of corners.
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Rhodes boots are the ultimate role-players of your wardrobe—handsome footwear you can depend on day-in, day-out, in just about any situation. Shop the entire Rhodes leather footwear collection at Huckberry.com/rhodes
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RHODE S FOOTWEA R
Dean Boot With its superb combination of fine calf leather and all-day comfort, it's no surprise the Dean Boot is crafted in a third-generation, family-run Portuguese factory with over 50 years of experience. Pictured here in Brown
$220
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MISTER JIU'S |
SF
PA R T Y O F O N E
“I spent my late teens and early twenties as a nomad, touring in bands and looking for trouble. Now, as a certified grown-up, I chase new experiences one plate—and several wine glasses—at a time.” LUIS CAN CEL Huckberry Managing Editor @L U ISANGE L CANCEL 6
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Chef Brandon Jew, whipping up fresh spot prawns for us from his Michelinstarred kitchen at Mister Jiu's.
Brandon Jew wearing:
Hedley & Bennett Waxed Canvas Apron in Grey $120
Proof 72-Hour Merino Tee in Stone Black $72
Luis (opposite page) wearing:
Billy Reid Denim Shirt - Exclusive in Washed Black Denim $195
Timex x Huckberry Diver in Stainless/Black $118
“Good eating is all about risk. Whether we're talking about unpasteurized Stilton, raw oysters or working for organized crime 'associates,' food, for me, has always been an adventure” — Anthony Bourdain
I couldn't tell you the name of my kindergarten teacher— or, for that matter, even the names of many of the professors I studied under in college. So much that once seemed so concrete has slipped and, strangely, the fleeting moments are what stick in my mind. I do remember this passage from a Tom McGuane short story, verbatim: “We don’t remember everything, but I’d love to know who’s in charge of what we forget. If there’s a system, it escapes me.” If there is a system for me, it has something to do with food. I remember loading up a second freezer in the garage with the countless brown and rainbow trout my dad and I caught in the creeks of central Pennsylvania. I often think of the times I'd sneak into the walk-in fridge of my summer job at a sandwich shop to scarf down stolen slices of capicola. I've got enough vivid memories of things I've eaten to fill a FAST SHIPPING & FREE RETURNS
library. Knowing this peculiar tic of my own brain has lead me to hunt down exciting food at every possible opportunity. It's my shortcut to engraving a moment in my memory. The crucial part of this strategy is to give absolutely everything a try. The more unfamiliar a dish is at first blush, the likelier it'll get lodged in your mind. Once, hoping to blend in with the locals in Barcelona on my honeymoon, I downed a chilled glass of bittersweet red vermouth garnished with an anchovy-stuffed olive—a wild departure for someone who's first sip of alcohol was a Yuengling lager. Today, I can make the same drink in my kitchen and feel transported straight to that cool Spanish afternoon in a dimly lit bodega. In this way, food can be an adventure twice. First, in abandoning any preconceived notions about the dish in front of you and diving in. Again, in the flood of memory—the tiny particulars of your meal's original setting—unleashed when eating the dish a second time. Whether or not your own memory is as leaky as mine, take this catalog as a challenge to break up your routine. A truly unforgettable experience is often only as far away as your next meal. —Luis Angel Cancel For more on unforgettable meals and eating adventurously, check out Luis's conversation with Chef Brandon Jew at Huckberry.com/brandon-jew
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BORN IN SAN FRANCISCO, 1922
No, not him—Golden Bear has meticulously crafted their outerwear in The City by the Bay for generations.
Luis wearing:
Golden Bear Suede Trucker in Redwood Brown $998
Billy Reid Denim Shirt - Exclusive in Washed Black Denim $195
Flint and Tinder Garment Dyed Jeans - Slim in Charcoal $118
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BORN IN SAN FRANCISCO, 1979
Chef Brandon Jew grew up frequenting SF’s Chinatown with his family. With his restaurant Mister Jiu’s, right in the heart of the neighborhood, he’s bridging the area’s past with its future.
Brandon Jew wearing:
Vetra French Moleskin Jacket in Navy $229
Flint and Tinder Stretch Selvage Jeans - Slim in Black $148
Proof 72-Hour Merino Tee in Stone Black $72 FAST SHIPPING & FREE RETURNS
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YO S E M I T E N AT I O N A L PA R K |
CA
SCHOOL OF ROCK
“By sharing the wild places that mean so much to me with my daughter, she's learning to conquer her fears and building the confidence that she'll carry with her through the years.” ALE X SO UZA Huckberry Head of Photography @A_S OU Z A_PHOTO 10
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A break in the action comes when Alex's daughter Claira spots a frog perched along their route.
Alex (opposite page) wearing:
Topo Designs Puffer Hoodie in Clay $179
Foehn Brise Pant in Black $130
Proof 72-Hour Merino Tee in Oxblood $72
FOEHN
Brise Pant There’s nothing we like less than a technical garment that sticks out like a sore thumb, and the Brise Pants are basically the opposite of that. Despite being packed with technical details that make them excellent for everything from the crag to trail to mountain bike, they retain a clean, modern design and fit that looks great both on and off duty.
$130
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IF YOU DON'T KNOW WHERE YOU ARE GOING, YOU'LL END UP SOMEPLACE ELSE. YOGI B ERRA
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Shown here: 1. Rustico Traveler's Notebook + Wanderer Pen - Saddle $12o 2. Timex x Huckberry Diver - Stainless/Black $118 3. Barebones Enamel Cup Set - Stone Grey $15 4. Lisboa Braga Flannel - Charcoal Plaid $128 5. Sunski - Andiamos - Tortoise Forest $89 6. Kupilka Firesteel 8 Firestarter - Original $21 7. Whiskey Leatherworks Clark Fork Copper Flask - Natural Brown Chromexel $85 8. The James Brand Hardin - Black $4o 12
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According to my cost-perwear analysis, jeans are actually the best investment you can make in your wardrobe. CUL L EN WIGIN TON Huckberry VP of Finance
Cullen wearing:
Billy Reid Dover Sweatshirt - Exclusive in Olive $195
Flint and Tinder 1-Year Wash - Straight in 1-Year Wash $128
Red Wing Heritage Work Chukkas in Copper Rough & Tough $260
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Find the Perfect Pair A great pair of jeans gets more mileage than anything else in your wardrobe, gaining character and getting comfier with every wear and wash until the day you wear ‘em out. Shop all Flint and Tinder Denim at Huckberry.com/denim
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RA NCOURT & CO.
Brunswick Boot Meticulously handmade in Maine with Horween leather tanned in Chicago, this exclusive new style from Rancourt is equal parts beauty and beast.
$395 - Huckberry Exclusive
CHUP
Handcrafted Japanese Socks Made on vintage machines and finished by hand in a process so thorough they can only make a handful per day, CHUP socks are in a league of their own.
$35
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Whiskey Peaks Whether landing a promotion or climbing our first multi-pitch, we typically celebrate the best way we know how: by raising a glass. In this case, Whiskey Peaks, a handsome set of hand-blown whiskey glasses featuring raised topographic impressions of the world’s most-breathtaking mountains. Sets Starting at $30 FAST SHIPPING & FREE RETURNS
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S TAG E W E R X |
SF
W H AT ' S T H E D E A L W I T H I M P R O V ?
“It’s easy to feel burned out sometimes, but I never feel that way about comedy. I love this community. We all come from wildly different backgrounds and day jobs. But for a few hours, no matter what else is going on in our lives, our only concern is to make people forget their troubles by filling the room with laughs.” TOM MCDERMO TT Huckberry Social Media Manager @TOM MYMCD ER MOT T 18
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Before he had crowds at Stage Werx eating from his palm, Tom often had our entire HQ in stitches.
Tom wearing:
Flint and Tinder Stretch Selvage Jeans - Slim in Vintage Medium Wash $168
Billy Reid Donegal Terry Henley in Natural $98
Relwen Sweater Trap Blazer in Loden $398
R ELWE N
Sweater Trap Blazer Relwen reminds us of days spent paging through old Sears & Roebuck catalogs, lusting over brass compasses and rugged outerwear. That shared nostalgia has shaped everything in their apparel line-up, where classic Americana, a vintage hunting aesthetic, and modern technical upgrades all blend into a perfectly considered collection of menswear.
$398 - Exclusive
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THE 365 P
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BR ANDO N CO HN Huckberry Ecommerce Manager
BRYSON MALONE Huckberry Lifestyle Photographer
6'1" | 200 lbs. | Straight Fit | 36 x 32
5'7" | 170 lbs. | Straight Fit | 31 x 30
365 Pant - Slate $98,
365 Pant - Earth $98,
Organic Slub Henley $62, On Running Cloudswift $150,
Topo Designs Wool Shirt - Exclusive $169,
One Eleven Mt. Everest SWII $75
Yuketen Tokyo DB Chukka $600
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PANT
Combine the fit of tailored chinos with the stretch of a performance pant, and you get the 365 Pant— so comfortable, you'll wanna wear them every single day.
MICAH MCKAY Huckberry Brand Director
J ON G U T I E R R E Z & F I NN Huckberry Associate Apparel Designers
5'11" | 175 lbs. | Slim Fit | 32 x 30
5'11" | 165 lbs. | Slim Fit | 32 x 32
365 Pant - Moss $98,
365 Pant - Navy $98,
Craftsman Shirt $118, Flint and Tinder Indigo Tee $38,
Headlands Sweater $138, SeaVees Hermosa Plimsoll $78
Vans Ultrarange HI DL MTE $105
Finn - Au Naturel
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OAKLAND |
CA
GIVING “RUSH HOUR” A NEW MEANING
“Yeah, I could take public transit to work every morning, but that sounds extremely boring compared to breaking down on the bridge and making a quick repair—all before my first coffee.” NOAH CHARN OW Huckberry Senior Graphic Designer @NOO D S 22
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Noah wearing:
Lisboa Santos Overshirt in Navy and Green Plaid $138
Flint and Tinder Defender Denim - Tapered Fit in Raw $138
Flint and Tinder Flannel-lined Waxed Trucker Jacket in Field Tan $240
California's the only state where it's legal to lane-split, adding even more of a rush to the daily commute for those bold enough to weave through traffic.
Named after the capital city of Portugal, Lisboa’s shirts are made in small runs to the exacting standards of a third-generation family-owned factory. Boasting unique fabrics, impeccable detailing, and flattering fits.
Starting at $118
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H ESTR A
Utsjรถ In 1936, in the mountainside town of Hestra, Sweden, Martin Magnusson established a small glove-making company. By the end of the year, he'd created a veritable assembly line in his farmhouse and was successfully producing leather gloves for local lumberjacks. More than 80 years later, Hestra is synonymous with quality gloves worldwide.
$160 - Exclusive
RE D WI NG HE RI TAGE
Iron Ranger For over a century, the Red Wing Heritage collection has been a mainstay of the American worker, solidifying them as one of the most recognized (and coveted) names in quality boots. Red Wing has carved its name into the American story with tough, dependable footwear for miners, paratroopers, and 9-to-5 warriors.
$330
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DEFENDER DENIM $138
Handmade in Los Angeles from top-shelf Japanese selvage denim that combines the comfort of cotton with the durability of aramid fibers—the same tough stuff used in bulletproof vests and combat helmets. Shop all Flint and Tinder denim at Huckberry.com/denim
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WEARS IN Flannel Lined Waxed Trucker Jacket Available in: Shop all Waxed Jackets at: Huckberry.com/waxed $240
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New
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N, NOT OUT 4 Years of Wear
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FORT POINT |
SF
M O R N I N G M E D I TAT I O N
“Obviously not much can beat the thrill of catching a wave, but sometimes it's incredible just to be out on the water, catch the sunrise, watch the birds, and start your day on a calm note.” SUNNY CHAN G Huckberry Apparel Designer @SU NNYCH ANG 28
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Lyndsay, Senior Copy Editor (Left):
Turkish Striped Beach Towel Navy/Cream Stripe $38
Brandon, Performance Marketing Manager (center):
Howler Brothers Merlin Jacket in Mid Blue & Khaki $199
Sunny, Apparel Designer (right):
Flint and Tinder 10-Year Pullover in Heather Grey $98
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Surfer-slash-filmmaker—and newest Huckberry Ambassador—Perry Gershkow tagged along as we bounced around our hometown for this catalog, capturing tons of footage we can’t wait to unveil. Perry wearing:
Relwen Channel Stretch Boarder in Olive Drab $328
Flint and Tinder 1-Year Wash Jeans - Slim in 1-Year Wash $128
Upstate Stock American Mohair Beanie in Grey $32
Blundstone Super 550 in Crazy Horse $185 30
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Keep the Cold at Bay When temps drop, nothing beats an insulated jacket. Our round-up of favorites will keep you toasty without the bulky look of the Michelin Man.
Sunny wearing:
Wellen Shirt Jacket in Olive $188
Flint and Tinder 10-Year Pullover in Heather Grey $128
Flint and Tinder Garment Dyed Jeans - Slim in Charcoal $118
Upstate Stock Eco-Cotton Watchcap in Ochre $32
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Shop all Insulated Jackets at: Huckberry.com/insulated
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L O C AT I O N
I love shawl collar cardigans 'cause I can be cozy yet still dressed fashionable enough to go to work or dinner. It's like wearing a stylish blanket. MA RK KIN G Huckberry Apparel Buyer
Mark wearing:
Peregrine Waffle Cardigan in Skiddaw $189
Billy Reid Donegal Terry Henley in Orion Blue $98
Billy Reid Moleskin Jean in Rubber $225
Rhodes Footwear Dean Boot (cap toe) in Rust $220
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It’s Officially Sweater Weather From whisper-soft cashmere to burly, rugged fisherman knits—with our handpicked selection you can fight off the chill while looking your best.
Shop all sweaters at Huckberry.com/sweaters
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ENGADIN |
SWITZERLAND
T H E PAT H M O S T T R A V E L L E D
“I've been fortunate to visit some pretty incredible bucket-list places ( ya know, product testing) but what I've learned is, the most important thing isn't how far I go or how epic the landscape—the best part of travel is how it changes my perspective.” BE N O 'MEARA Huckberry Executive Director, Marketing & Brand Partnerships @BENNYO HH 34
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72-HOUR TEE Ben (opposite page) wearing:
Proof 72-Hour Tee in Magnet $72
Proof Trek Pant in Charcoal $225
From San Francisco to Iceland, British Columbia to Switzerland, and back again— only one tee is built for the long way home The team at Proof created a performance tee that can be worn for 72 hours straight without showing any signs of wear—or, you know, odor. The 72-Hour Tee is built from the softest and strongest merino wool on the planet. To back up that claim, we've packed it as our only shirt on demanding excursions around the world—Iceland, Tofino, and most recently, a heart-pounding hike to an off-the-grid cabin situated 2500 ft. up the Engadin valley in the Swiss Alps. Now throughout this catalog, we show how close adventure can be from your doorstep. But when your travels are a bit more far-flung, there's only one tee built to fit the bill.
Available in: Shop all Proof Merino at: Huckberry.com/merino $72
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One Bag, Unlimited Adventure
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Checking bags is a surefire way to turn a carefree trip into a hair-pulling hassle. Here's how we kiss luggage goodbye and pack just the essentials.
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Pictured above: 1. Proof 72-Hour Merino Tee $72, 2. Proof 72-Hour Merino LS Henley $98, 3. One Eleven Mt. Everest SWII $75, 4. Proof Trek Pant $225, 5. Melin A-Game Hydro Floating Performance Snapback $59, 6. Jaybird Vista - Bluetooth Headphones $180, 7. Peak Design 35L Travel Duffel - Exclusive $130, 8. Peak Design Tech Pouch - Exclusive $60, 9. RAEN Wiley Polarized - Exclusive $170, 10. On Running Cloudrock Waterproof $230
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Huckberry x Timex
Our first-ever limited collaboration with Timex. Inspired by a barn-find 1970s Timex dive watch, our revamped design pays homage to the OG with painstaking attention to detail: red second hand, clean dial design with no numbered indices— we went to great lengths so you can go to great depths.
$118 - Huckberry Exclusive
Nomad Horween Leather AirPods Case
Bellroy Hide & Seek RFID
The James Brand The Holcombe
Black
Cocoa/Charcoal
Titanium/Stainless
$30
$90 - Huckberry Exclusive
$55
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I D L E H A N D TAT T O O |
SF
FIRST INK
“I recently spent three days of solo fasting and meditation in the Mojave Desert and each of those days, I was visited by ravens. I won't get into the raven's symbolism here, but will just say, my first-ever tattoo commemorates this unforgettable adventure.” ALE XI WATTIS Huckberry Merchandiser, House Brands @AL EXIWAT T IS 38
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A Fall Favorite, Forever Sturdy, dependable, and—much like a good tattoo —these flannels will never go out of style.
Shop all Fall Flannels at Huckberry.com/flannel
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MAMMOTH LAKES |
CA
F LY AWAY
“Fly fishing is equal parts strategy, hunting, skill, and artform. But best of all is the fact that absolutely nothing else is on your mind except for what you’re doing in that exact moment.” MIKE IDELL 40
Huckberry Senior Marketing Manager @MIKE_I D ELL SHOP NOW AT HUCKBERRY.COM
Prior to joining Huckberry, Mike was a fly fishing guide and can be found everywhere from Montana to New Zealand when not in the office.
Mike (opposite page) wearing:
Flint and Tinder Quilted Waxed Field Jacket in Dark Olive $348
RAEN Wiley Polarized Sunglasses in Matte Finish Rootbeer $170 - Exclusive
Flint and Tinder 1-Year Wash - Slim in 1-Year Wash $128
FL I N T A ND TI NDER
Waxed Jacket Collection Through the frigid, damp WWII battlefields, the British Army relied on waxed jackets for protection from the elements. But Steve McQueen also wore one, in the 1964 International Six Days Trial motorcycle race. Style-wise, a waxed jacket is a timeless look that starts off strong and gets even better with age—thanks to the personalized patina every jacket picks up from daily wear.
Starting at $238
Shop all Waxed Jackets at: Huckberry.com/waxed
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TR U MA N BOOT CO.
Service Boot These show-stopping boots are made from premium leather hides sourced from Charles F. Stead tannery in Leeds, UK, finished with polished brass hardware, and built with a durable commando outsole so tough it'll ask the other shoes in your closet if they wanna step outside.
$420 - Huckberry Exclusive
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Boot Season is Here Ask around, we’re certified boot-obsessed. Here we’ve assembled a collection of our wear-tested favorites—each pair is rugged, stylish, and built for the long haul.
Shop our full boot collection at Huckberry.com/boots
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OCEAN BEACH |
SF
NEVER THE SAME TWICE
“You can photograph the same setting a million times and never get the same result twice, there will always be factors beyond your control. But, for me, shooting and revisiting a scene over and over is the best way to get to know a place.” JE FF MASAMO RI Huckberry Art Director @JFFMS MRI 44
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PROOF
72-Hour Merino Sweater Sometimes, sweaters are a fickle beast—easy to stretch out or damage with heavy wear. The cutting-edge 3D-knit of this sweater from Proof makes all that a thing of the past, building a sharp layering piece with unrivaled durability and recovery.
$198 Shown here in Navy, also available in Charcoal
The Rover Pant All the durability of a work pant — updated with breathable, stretch canvas for everyday adventure.
$98
Before you ask, it's a Hasselblad 500 C/M
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Shown here: 1. Yeti Rambler 26oz Bottle $40 2. Mystery Ranch Urban Assault 24L $165 3. Magpul DAKA Waterproof Windowed Pouch - Medium $26 4. Mikov DLC Carbon Coated Pocket Knife $179 5. The James Brand - The Holcombe $45 6. Upstate Stock American Mohair Beanie $32 7. The James Brand - The Stilwell $50 3 2
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The World’s Toughest Daypack Our best-selling backpack is built from ultra-tough 500D Cordura and boasts tons of clever internal organization—from the maker trusted by U.S. Navy SEALs and Forest Service Hotshots. $165 - Huckberry Exclusive
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Get to Chorin’ We're diehard chore jacket guys around here. Given that the
weather in our hometown of San Francisco is liable to swing by 20 degrees on any given day, year-round, the versatility of a sturdy, lightweight layer just makes sense. And for that very same reason, it's a great piece for the transitional weather of fall no matter where you are.
Starting at $128
Shop all Chore Jackets at: Huckberry.com/chore
XTRATUF Leather Ankle Deck Boot
SOG Knives Twitch II - Exclusive
in Brown
in Cobalt/Satin & Olive Green/Black
$120
$60
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MOUNT SUTRO RESERVE |
SF
TA K I N G A L E A P O F FA I T H
“We’ve skied volcanoes in the southern hemisphere and explored Kauai with Kelly Slater, but the most challenging—and rewarding—adventure of our lives has been founding and leading Huckberry.” R ICH A RD GREIN ER & A N DY F O R C H Huckberry Co -fo u n d e r s 48
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The San Francisco, California team—sustainably fueled by burritos
OUR MISSION
Inspire and Equip Adventures Near and Far Nine years ago, Rich and I were freezing our butts off on a rickety chairlift on the backside of Squaw Valley when we decided to go for it. Looking back, we were far too naïve to know exactly what it was, but we definitely knew what it wasn’t — cranking out spreadsheets for 90 hours each week for the rest of our lives. Still, gaining the courage to leave our safe, steady jobs wasn’t easy. As Jerry Seinfeld might say, it was like tipping a vending machine — you don’t just push it over, you have to rock it back and forth a few times. Having discussed our idea over countless Anchor Steams after work, we knew in our bones that Huckberry needed to exist. There were men’s stores, sure. Adventure magazines, too. Yet nothing out there spoke directly to us — 25-year-old guys who lived in the city but lived for the outdoors — and we envisioned a brand that was equal parts store, magazine, and inspiration to help guys suck the marrow out of life.
So in the summer of 2010, we left our jobs, emptied out our savings to form Huckberry LLC, and set out to scratch our own itch. We chose the name Huckberry because we both loved Mark Twain's Adventures of Huckleberry Finn and thought Huckberry was the perfect totem for the spirit of adventure we wanted our brand to embody. More practically speaking, Huckberry.com was available on GoDaddy for $9.98 and Huckleberry.com was not. We hit the trade show circuit and sold our favorite brands on our vision. Most looked at our self-designed business cards, smiled with amusement, and said no. But enough said yes, presumably taking a chance on us not because of where we were, but because of where we were going. Inspired by 37 Signals’ (now Basecamp) Bootstrapped, Profitable, and Proud blog post series, we decided not to pursue venture capital. We wanted to build our business on our terms. Towards Patagonia and its organic Let My People Go Surfing brand, and away from the VC-fueled boom-or-bust brands that were chasing them. So we hustled. Working out of our apartments, we read Photoshop for Dummies cover-to-cover, and designed Huckberry 1.0. Our friend’s younger brother, Jimmy, helped code it between classes during his junior year at UC Berkeley. Our first website wasn’t pretty, but it worked, and the rest, as they say, is our history. Continued on next page.
Rich (opposite page) left wearing: Todd Snyder Dylan Suede Jacket $995, Flint and Tinder Classic Triblend Tee $35, Flint and Tinder 1-Year Wash - Straight $128. Andy (opposite page) right wearing: Proof Nova Series Insulated Jacket $198, Flint and Tinder Defender Denim - Tapered Fit $138 FAST SHIPPING & FREE RETURNS
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Now It’s Your Turn Today, nothing gets us more fired up than helping other entrepreneurs take the leap to start a company, so we want to share some of the hard-won lessons we’ve learned along the way. Here’s hoping our story inspires a new adventure of your own. us to scale to Huckberry to tens of millions in revenue before we raised our first dollar of outside capital.
Everyone has a plan until they get punched in the face Our original plan was to sell adventure travel experiences along with the gear you needed for each adventure. I say “original,” because one week before launch we learned that our payment processor wouldn’t handle travel transactions unless we forked over a $250k deposit. We obviously didn’t have the cash so we quickly (and painfully) changed our strategy to only launch with the gear part. Mike Tyson had it right: despite our master plan, we all inevitably get knocked down to the mat and find ourselves fumbling for our mouthpiece. It’s that next moment that defines you. How do you respond? How do you improvise?
Entrepreneurs aren’t born, they’re made Prior to starting Huckberry, Rich and I didn’t have any retail experience nor did we have a deep entrepreneurial network we could turn to for advice. What we did have was endless energy and a passion for our mission of inspiring adventures near and far, and that powered an education in entrepreneurship you can’t learn in business school.
Burn the boats on the beach You play differently when you go all in and have everything to lose. Suddenly we had no source of income and had to walk the walk after lots of talk. To this day, we still love playing with our backs against the wall, as we’ve turned down a lot of money for a small percentage of our shares.
Get scrappy Raising VC was never on the table for us, so we started Huckberry with our savings. We couldn’t afford to hire anyone, so we picked up "...For Dummies" copies of every subject under the sun and started hustling out of our tiny San Francisco apartments. That scrappy mentality allowed 50
You always throw out your first pancake Launching a new venture is hard—after hours upon hours of hard work, it’s now time to set your baby free. But this is when you feel most exposed, and so it’s only natural to feel the need to keep perfecting the product or experience. The only problem is there’s only one person who’s opinion truly counts (sorry, mom), and that’s your customer who will be voting with their wallet. Don’t let progress get derailed by perfection. Ship quickly, learn from customer feedback, and iterate.
Get weird A successful business strategy creates value for its customers and can be executed uniquely, consistently, and profitably. In the beginning—when you have no idea what you’re doing—it’s easy to forget the “uniquely” part and turn to your competition for inspiration. Don’t do that. Zig where your competition zags: Get creative to wow your customer. Work little moments of delight into your products and customer experience. Do things that don’t scale—like sending select people who write in to customer service a pizza and a six-pack just for the hell of it. SHOP NOW AT HUCKBERRY.COM
SEE YOU OUT THERE
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Huckberry's own Brandon Dang, taking the Weezer lyric, "You take your car to work, I'll take my board," to heart.
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