Huckberry

Huckberry was founded in San Francisco in 2011 by Andy Forch and Richard Greiner, who started the business as a curated online marketplace for outdoor lifestyle gear and the clothing that surrounded it. The founding premise was that the outdoor gear market was full of technically excellent products from brands that required research to discover, and that a curated platform that did that research and presented the results in an editorial context, with photography that showed the gear in use, would serve a customer who valued both the outdoors and the quality of the products they brought with them.

The physical store at 1239 Wisconsin Avenue NW extends that curation logic into a retail floor on Georgetown’s Wisconsin Avenue boutique corridor. The selection at the Georgetown Huckberry is the physical expression of what the online platform has been assembling since 2011: apparel from brands like Taylor Stitch, Flint and Tinder, Patagonia, and the other names that define quality outdoor lifestyle clothing, alongside Huckberry’s own branded products in the canvas, wool, and technical fabric categories that the outdoor consumer reaches for.

The Huckberry customer is specific: an adventurous professional who spends time outdoors on weekends but who works in an urban environment during the week and wants clothing that moves between both contexts without requiring a complete wardrobe change. The fleece that works on a trail should also work at a dinner where the dress code is casual. The chino that holds up on a camping trip should look right in a meeting. This is a real customer need in Washington, where the outdoor recreation culture of the surrounding region, Rock Creek Park, the C and O Canal, Shenandoah National Park, the Blue Ridge, is part of how a significant portion of the city’s professional population spends its time off.

The Wisconsin Avenue location at 1239 puts Huckberry on the upper stretch of the Wisconsin boutique corridor, near Clare V and other independent and quality lifestyle brands that have developed this section of Wisconsin as a destination separate from the M Street and lower Wisconsin commercial cluster. The store design is consistent with the brand’s editorial aesthetic: industrial materials, warm lighting, and the products displayed in a way that communicates their use context.

Online ordering at huckberry.com carries the full product range including the exclusive collaborations and the full Huckberry brand inventory that a physical store cannot carry in the same breadth. For customers who want to feel specific fabrics before purchasing, the Wisconsin Avenue store is the resource for the brands and products that require a tactile assessment. Hours run Monday through Thursday from 10am to 7pm, Friday and Saturday to 8pm, and Sunday from 11am to 6pm. The Huckberry exclusive products, which the brand commissions from external manufacturers and sells only through its own platform, represent the most distinctive part of the selection and are the category where the curation logic produces results that cannot be found at competing retailers. For the Georgetown professional who wants outdoor lifestyle gear that is not what everyone else in Rock Creek Park is wearing, the exclusive products are the relevant section of the Wisconsin Avenue floor.