from the editor
Huckberry sells curated outdoor and casual men's goods through its website and a weekly editorial newsletter, partnering with brands like Hestra, Relwen, Glerups, and Fulton & Roark. The company also operates an owned label, Flint and Tinder, which it acquired in 2016.
The model is unusual for direct-to-consumer apparel: Huckberry has raised only about $14 million across 14 years, remains founder-controlled and profitable, and runs a magazine called The Journal alongside the store. Most of its competitors raised far more and grew far less durably.
The implicit bet is that brand longevity beats brand velocity, that a newsletter list built over a decade is worth more than a Series B. In 2025 Huckberry opened its first physical store in Washington, D.C., and launched a video series called DIRT.
WHY IT STANDS OUT
Built a roughly $222 million business by 2025 with only $14 million in outside funding, an unusual capital efficiency for direct-to-consumer apparel.
Acquired and scaled Flint and Tinder, a Kickstarter-born American workwear label, growing it into a substantial in-house brand within the Huckberry catalog.
Serves as a launch channel for smaller brands like Relwen, Hestra, Glerups, and Fulton & Roark, with Matthew McConaughey appearing in a 2022 video series.
Recognized for
Direct-to-Consumer & Brand Building
Headquarters
Austin, TX, USA
CEO
Andy Forch and Richard Greiner
Founded
2011
Official Links
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