While the global economy stutters, the team at Huffer are making an effort at reviving retail therapy for the jaded US shopper by shaking up the West Coast of the USA; citizens take heart - Huffer has landed!
From humble beginnings in 1997, founders Steve Dunstan and Dan Buckley have been building up a global streetwear brand that reflects their art-inspired fashion sense. “We wanted to create a culture and a business that’s fun to be in, and we have, - we got this business that is super fun to be at – we crank work hard but its just so much fun – its not much like work at all” said Buckley. They’ve succeeded in creating an inspirational environment and a gang of people around the world who believe in Huffer and love the thought of going to work every day in the Huffer world.
Stores in Japan, and Australia already feature Huffer styles, but the guys knew cranking the lucrative US market would really make them a global force. So far it’s been a two-year process, with Dunstan basing himself in the US to sell in the range. “We’ve got a good gang in the US as well,” said Buckley. “They really believe in what we’re doing and have taken ownership of the brand – it’s not just ‘work’ for them either, our mate wiLL – he’s just a good guy, hes in L.A and its just a pleasure to work on projects with him.”
Teaming up with Willard Ford and his 722 Figueroa showroom has helped Huffer understand the vast US market, and how their unique design style can make an impact. “People who like fashion, and modern stylized brand-based thinking can be opinionated – they’ll either love Huffer or love something else ,” said Buckley. “hopefully we offer up some hot idea’s, identity and fresh products.”
Expanding into the US hasn’t been an easy road. “It’s a bit like surfing,” said Buckley, “you start off, have a few wobbles, fall off the board, find your feet and get the hang of it. right now we have caught a couple of waves, wiped out once or twice (luckily we are pretty good at holding our breath) and we are hoping to get straight up barrelled sometime soon, pop out, and then just smash the lip.” It’s not something that can be done from New Zealand, hence Dunstan’s drive for sales on the ground in the US. “You’ve got to have confidence and back yourself,” he said. “You can get in the door, so once you’re in, you need to show you can do it.” Selling in a little under USD$100,000 worth of Huffer isn’t bad for the first shipment, which is hitting US stores as you read this.
Huffer are also joining the e-commerce world, with the launch of the online Huffer store on the 14th of November. “It’s just like opening a new store,” said Buckley, who is in love with the internet. It’s not the first time they’ve dabbled online, but they’ve learned valuable lessons from previous attempts. “We’re growing the business and giving customers options,” said Buckley. “We’re also conscious about working with our retail partners to get the best outcome, we are very conscious of the fact that great business is a growing business, and not a changing one. we intend to have our web presence continue to be the compliment to our wholesale business that it always has been, we are working on all of our existing business partnerships, so as they grow and prosper.”
The team are already selling in their second range to US buyers and are confident their unique Huffer style will win the hearts of discerning shoppers. “Raw sophistication is a good explanation for what we do,” said Buckley.
Just what the world needs.
The Bro’s at Huffer have given us 10 Huffer T-shirts to give away. All you have to do to be in the draw to win one of these sweet tees is to give Huffer some love on their Made From New Zealand profile Winners will be announced next week.
Tags: Fashion, Huffer, Made from New Zealand, New Zealand, Streetwear
