Inside Huckberry’s NYC Pop-Up Shop

The brand's first brick and mortar effort is a pop-up focused on storytelling

Huckberry, a San Francisco-based digital destination for all things outdoorsy, has claimed a brick-and-mortar space after nearly 10 years of strictly online existence. The pop-up shop opens tomorrow, 2 November, and runs through 31 January 2019, in NYC‘s West Village. This corner is far from the woods or an ice-cold surf spot, but the city is actually Huckberry’s most popular market.

Their online shop consists of hard-to-find and heritage brands, as well as some in-house creations. Outfitting men for the outdoors has been the brand’s goal since launching the site in 2011, but that mission expanded—along with their consumer—and became more comprehensive, with a focus on stories. Their admiration for storytelling influences their pop-up and translates well into the conceptual aspects of the store.

Inside, visitors will find seven destination- and activity-based sections. There’s a 72-hour itinerary for Iceland—planned by the Huckberry team—next to some gear fit for the trip. More local, there’s a walking tour through the West Village in conjunction with the footwear section. A suggested road trip upstate includes a free drink if Huckberry is mentioned.

For Ben O’Meara, the Executive Director of Product Marketing and Brand Partnerships, the story is as much a part of the experience as the stuff they’re selling. “It’s part our perspective, why these products, why we’re standing behind these things and part discovery,” he says. “That’s still very much a part of our identity. We want that same experience that has helped build our brand online. You come into some place, and you haven’t seen a brand; there’s something, if you’re the customer, that’s cool to that.”

The Huckberry pop up will feature the best of their online store, NY-oriented products and a trucker jacket that’s exclusive to this location. And, O’Meara confirms that other exclusives, as well as events, are coming to the space soon (like rock-climbing trips, book signings and cocktail parties).

Huckberry’s pop-up (open now through until 31 January 2019) is located at 383 Bleecker Street and is open 11AM-7PM on Monday through Saturday, and 12PM-6PM on Sundays. Visit the pop-up’s website for more information on upcoming and in-store events.

Images by Evan Malachosky