We just (literally) received the latest from HUF’s Spring collection and it doesn’t disappoint with simple, honest, designs. I use the word honest because in light of HUF’s SF announcement and their imminent shutdown, it made me realize that HUF was a retailer before brand. Recently there has a been a huge push of product and marketing from them and everything has always been simple. So simple, and so effective, that HUF is ending the selling of other brands in their store and solely focusing on their own. Something is working immensely well for them — honestly.

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