HUF are firing on all cylinders at the moment, just recently dropping their 4/20 collaboration with Snoop Dogg not long after their much anticipated collaborative project with fellow Californians Diamond Supply Co. This was all on top of a considerable mainline Spring collection of course, which they follow up now with a high summer line of apparel, accessories and footwear for 2013.
HUF are consistent, and a brand you can always rely on for a selection of wearable chambrays and flannels, raglan tees and baseball-style outerwear, along with a staple rotation of printables and an always impressive range of 5 panel caps. Of course, the brand’s ‘Fuck It!’ and ‘Plantlife’ motifs have garnered a lot of the attention in recent seasons, and as expected they were back in force for SS13.
The brand’s summer season brings in short sleeve shirts with prints and fabrics for all occasions – the Hawaiian and Highball numbers are definite stand out pieces, and I won’t be happy until the ‘Black Blossom’ shirt makes my summer rotation, complete with coordinating headwear – and shorts, of which the tiger camo and embroidered Plantlife seersucker options are my personal favourites. Plantlife board shorts, 5 panel caps, boxers and shorts return in new colourways and there are 6 bucket hat options which should satisfy the ‘hype’ contingent. HUF’s 5 panel game is pretty much unmatched, and this season’s Hawaiian and polo-inspired Sports options are likely to be quick sellers.
HUF’s footwear collection also introduces a few new elements this season, like the Plantlife and Aloha printed Sutter and new colours in Joey Pepper’s pro model. The Teal/Brick colourway in the Choice is an excellent update on a shoe that’s been there since the early days of HUF’s footwear collection and the Southern remains an excellent silhouette.
As if that wasn’t enough, HUF have also put a little extra effort into this season’s lookbook visuals with a short set of ‘cinegraph’ moving images by regular HUF photographer Brian Kelley, which draw attention to a selection of key pieces in a fun and unique way. We’ve seen a few brands use this technique before, but this is definitely one of the best executed.
The brand’s Summer collection will arrive in the UK very shortly (for now you can get a closer look at the product in the HUF webstore). When it does, you will find it at select UK stockists including 5 Pointz.