THE ONE TO WATCH
HUCKBERRY
I got my first introduction to Huckberry one Sunday morning while I was scrolling on YouTube. I came across this Anthony Bourdain–type discovery, food, and travel series called Dirt. The crew was visiting Maine. I was impressed by the production quality and the vibe and style of the host, Josh Rosen—only to later realise it's not a production company at all, but a men’s e-commerce store from Austin, Texas that works closely with selected high-quality lifestyle and outdoor brands.
ABOUT
Founded in 2010 by Andy Forch and Richard Greiner
Started completely self-funded, with each founder putting in US $10,000
Curated men’s lifestyle e-commerce built around selected brands
Created for the modern man who values style, quality, craftsmanship, and adventure
WHY THEY STAND OUT
360° lifestyle approach — they don’t just sell clothes; they sell a world.
YouTube-first media engine — storytelling + social is the engine.
Authentic production value — everything feels intentional.
@huckberry
How Huckberry Uses Media Production
to Build E-Commerce 2.0
Long-Format Videos (DIRT)
Huckberry brings viewers directly into their adventures. And once you’re in their world, everything becomes shoppable — instantly (see below). Easy purchasing matters because impulse buying still drives real sales.The Journal
Their website’s written media section — think GQ meets adventure and travel. The editorial world adds depth through stories, people, ideas, and places.Lifestyle Website
A world where stories come first, products second. Intentional, clean, and made to inspire — something you want to browse in your free time.Social Media
Over 1M combined followers across Instagram, YouTube, and TikTok. Millions of views come solely from YouTube, with individual videos reaching 100k+ — a strong signal for long-form content in 2025.
@huckberry - see everything already sold out!
It’s really cool to see a men’s e-commerce brand understand lifestyle building online this well. Everything feels intentional, stylish, and thoughtfully built behind the scenes. Their long-form content proves there’s still room for deeper storytelling beyond TikTok in 2025.
*Visual rights belong to the respective brand. Images are clickable to their original sources.
THE ONE TO WATCH
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