Andy here—Huckberry co-founder

Hey there,

Andy Forch here, Huckberry Co-Founder, with a fun announcement: Wellen is merging with Proof, and I wanted to give you the first look today.

—

We're doubling down on inspiring a life of adventure through rugged, refined, ready gear.

—

2026 marks Huckberry’s 15-year anniversary (holy sh*t) and as we look ahead, we’re doubling down on what we do best: inspiring a life of adventure through rugged, refined, ready gear—plus the experiences and stories that bring them to life.

Our House Brands are each designed to own a clear pillar of that world. Going forward, Proof will fully own "Ready." Ready for motion, travel, sweat, water, weather, and whatever the day throws at you.

Which brings us back to Wellen. When we evolved Wellen, it was about gear that could move from workout to swim to dinner without missing a beat. Over time, that same spirit has been living (and accelerating) inside Proof.

So instead of running two parallel paths, we decided to bring everything together under Proof and build the active and outdoor brand we’ve always wanted.

—

Proof stands for premium performance apparel for a life in motion.

—

Every piece is designed and prototyped here in Austin, then tested hard by our teams all over the world, from 5am workouts and long travel days to time outdoors that stretches from trail to table. Over the past year, we added our new Proof Designer, Jordan Crosby, to the team, bringing years of experience working with the best performance brands in the world (and a former D1 athlete himself). The new product is insane, I can’t wait for you guys to see the full lineup. The brand ethos:

• Classic designs powered by modern performance fabrics
• Gear that performs hard, wears easy, and stays comfortable
• Personality in print, pattern, and color, alongside foundational black and grey

What this means for you is you’ll start seeing Wellen styles and ideas show up as part of the Proof lineup—sharper, more focused, and better supported as we continue to invest in fabrics, fit, and function.

The new Proof lineup has become my daily “Easy Button.” I hope you enjoy it as much as I do.

A Few Personal Favorites:

• For One Bag Travel: I’ve been traveling nonstop visiting our Chicago and D.C. stores, and I’ve been able to do it all with just a GR1 backpack. Beyond boxers, socks, and a dopp kit, I pack the 72-Hour Merino Pant and two 72-Hour Merino Tees, plus the Relwen Flyweight Flex Blazer and Luca Terra Sneaker (or norda if I plan on training). Easy, sophisticated, and stress-free.

• ShadowFleece™ Collection: This might be the coolest fabric technology we’ve ever launched at Huckberry. Originally engineered for U.S. Special Forces in Afghanistan, it dumps heat as you move, traps warmth when you stop, and packs down to the size of a fist. It’s the best active fleece I’ve ever worn.

• Sevens Sport Short: This was a Wellen mainstay that racked up a ton of 5-star reviews and now lives under the Proof label. Super-soft ripstop with just enough structure to feel dialed in, so I can go straight from training to a meal or happy hour without changing.

To put my money where my mouth is: if you buy one of the above Proof items in the next 48 hours and don’t LOVE it, we’ll refund your order and give you a $20 credit toward a future Huckberry purchase.*

But I think you’ll love it. :)

See you out there,
—Andy Forch
Huckberry Co-Founder

P.S. Proof’s new tagline is “Gear for Growth.” If you’re in the mood for a book that reinforces that idea, Mindset by Carol Dweck is the one I gift most—and revisit often to reset my own thinking.

*Our customer service team asked me for a "reasonable asterisk" so how about this: only one $20 credit available per customer for purchases made today through 1/16/2026. Just reply to this email or reach out to support@huckberry.com and they'll take it from there. Kaizen!

ALL WAYS FORWARD.
📍 Eastern Sierra
📷 @a_souza_photo

Thank you for being a part of the 1-million+ strong Huckberry community! If you enjoyed this email, do us a solid and forward it to a friend. We owe you one.

Andy and Richard, Huckberry co-founders

The Huckberry Story

©2026 Huckberry Inc. | 220 Industrial Blvd, Ste 100 Austin, TX 78745

View in Browser | Unsubscribe