NO. 016
“Lifestyle is the cherry on top of my days.” What products make you feel extra on a Monday?
About Today:
Huckberry, Dirt on YouTube & A blazer, only if it’s Saint Laurent
THE ONE TO WATCH
HUCKBERRY
I've had my eyes on Huckberry for a while. But when they dropped a whole documentary about Finland (!!), I had to pull the trigger. Their whole concept is something I've been missing in the women's lifestyle space. I love when people create things they wish existed. Huckberry is exactly that. And hey, why shouldn't Edition 1310 become that for the girls?
THE BACKSTORY
Mens e-commerce store founded in 2011
Via Website
Two corporate guys, $20K and an idea. Andy Forch and Richard Greiner decided corporate life wasn't it. They put $10K each into Huckberry. The concept? A men's store meets adventure magazine. No retail experience, no big investors, just a vision. Fast-forward: their own clothing brands, a full-on lifestyle business and tens of millions in revenue before taking their first outside investment in 2018.
Via Instagram
Lifestyle first. E-commerce second.
Via Website
On paper? Jackets, boots and outdoor essentials. In reality? A whole lifestyle. Think travel guides, editorial newsletters and adventure YouTube shows like DIRT. They even put around 15% of their marketing budget into content. Because why just sell someone a jacket when you can make them want the adventure that comes with it?
Why their POV matters
Because why put yourself in a box? Huckberry said, why just sell clothes when you can build a whole world around them? Shopping, travel, stories, entertainment and even advertising space for other brands. E-commerce? Just one part of their 360° world. They're making money even when nobody's shopping. A pretty good reminder that the only limit is your imagination.
Via Instagram
NOTES TO SELF
IN BUSINESS
Build vertically!!!
Huckberry operates its brand like a media house. & an audience = money. You've already got the attention, might as well let other brands pay for it too??
IN BRANDING
Could Edition 1310 be the girls' Huckberry?
Why is no one doing a women's version of Huckberry? And I don't mean pilates-and-matcha girls or high-fashion shows. Just women with a life beyond both, please??
IN PHILOSOPHY
You can have it ALL!!!
I want to be like the Huckberry founders. No boring corporate. Adventure, fun, cool vibes. Who said all your interests have to make sense together? Mix them. See what happens. x
TO FOLLOW
DIRT
Anthony Bourdain-esque travel, food and lifestyle show. I actually discovered Huckberry through DIRT on YouTube. My first thought? What a vibe. And the host was exceptionally well-dressed. Obviously had to investigate. Turns out, it was a no-brainer. So many inspiring people and places!
Via Website
SELECTED
SMART GIRLS READ
I NEVER read while in school. It wasn't my thing. Then I realised I was never introduced to the right genre. Once in a summer I might do sth with romance, but I discovered non-fiction is the thing for me. Memoirs, occasional self-help. Here are my all-time faves!!
For your
ego death!!!
To be a nonchalant millionaire
A read-worthy
memoir
You can get The Almanack for free as an e-book!
ON MY MIND
ONLY IF ITS SAINT LAURENT OR TOM FORD
Writing about Huckberry got me thinking again about people who inspire me. It's those who teach me something new, those who didn't even know the playbook existed. Those who prioritise vibes, fun and creativity in their lives.
Writing about Huckberry got me thinking again about people who inspire me. It's those who make me think, how did they even dare? Those who gave the playbook a side-eye. People who only see vibes, fun and creativity in their lives. Conspiracy theorists would probably say they've “escaped the matrix.”
Love a nonchalant person.
The only thing I want for my life is for every day to feel exciting. I want to dress the way I want. I prefer yoga pants over blazers. Or maybe a blazer, if it's Saint Laurent or Tom Ford. Preferably oversized, with just a bra underneath. I want to bring my hypothetical dogs to the office and business meetings. Not have to be there at 8 am. I'd rather start working at midnight.
It's interesting how deeply rooted our early conditioning is. The code of correct conduct is difficult to shake off. I hope to get to the other side. To prove that my unorthodox view of life can work, even when others question it. Meanwhile, I'll keep searching for people like Andy and Richard from Huckberry, whose unconventional approach has paid off.
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
let see!
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.