Huckberry
Established: 2010Back in 2010, Rich Greiner and Andy Forch were riding a ski lift in Tahoe when the idea for Huckberry took shape. It’s one thing to talk about adventure from a chairlift, and another to leave safe, lucrative careers to build something new. Starting a men’s store and an adventure magazine at the same time took a certain amount of nerve, but that blend of risk, curiosity, and practicality would come to define the brand.
The name Huckberry itself hints at that mindset. Inspired by Mark Twain’s Adventures of Huckleberry Finn, the founders shortened the spelling for a simple, practical reason: Huckberry.com was available on GoDaddy for less than ten dollars. That small detail says a lot about how the company thinks. Romantic ideas are welcome, but practicality still matters.
Huckberry began in San Francisco, but in 2020 the company relocated its headquarters to Austin, Texas, a move shaped in part by the realities of the pandemic and a desire to build a more flexible, community-oriented future. Over time, Huckberry has grown from a scrappy startup into a modern outfitter that blends commerce, storytelling, and community in a way few brands attempt.
“To build the most loved and influential men’s lifestyle brand. We want to be the one-stop men’s shop for guys, to pioneer the everyday adventure lifestyle category, and to serve it with an innovative new business model that blends the best of retail, media, and community.”
In recent years, Huckberry has continued to expand its product offerings, open new retail locations, and explore ambitious ideas, including plans for a four-season resort. While not everything Huckberry offers is made in the USA, the company has earned respect for clearly identifying American-made products and heritage manufacturers within its broader catalog.
That transparency is part of what makes Huckberry a useful reference point for Uncle Sam’s Attic. We value brands that tell the truth about what they make, how they make it, and where it comes from — and Huckberry’s practical, story-driven approach makes it easier to highlight the American-made goods they proudly feature.
Why We Stand Behind Huckberry
Why It Matters: Making Things Where You Stand
There’s a quiet difference between buying something and choosing something. One is transactional. The other carries intention. In a world where convenience often overrides connection, it’s easy to forget where things come from—or why that ever mattered in…
