Born in the hills and praised on the street, iconic New Zealand clothing label Huffer is a must-visit Britomart stop-off for those who love casual style.
It’s been nearly 20 years since Huffer was founded by two mates with a big idea and dreams of taking New Zealand streetwear to the next level. A lot has changed in that time, but the label is still an icon of cool Kiwi fashion and Huffer has moved beyond our borders to take the world by storm.
Huffer’s Britomart HQ exemplifies the label’s casual/cool aesthetic. An artfully considered spot, exposed beams, high ceilings, brick walls and wooden floors are complemented by crisp white and glossy black, clean lines and a scattering of rugs.
Here, an impressive collection of men’s and women’s attire adorns the racks. For the ladies, garments range from statement tees and anoraks to delicate silk dresses. On the lads side, sweats, street accessories and the infamous Huffer puffa all feature along with an impressive collection of shirts, shorts and more.
Influenced by New Zealand and inspired by the world, the brand doesn’t associate with a traditional ‘target market’ like most. Instead, owner Steve Dunstan explains, “Huffer is all about attitude.”
“It’s relaxed, a little rebellious…but not in a bad way.” And as such, shoppers range from teens to the top.
Embracing and celebrating those with a similar outlook, Huffer puts on a weekly Free Coffee Friday, or ‘FCF’ to those in the know. Exactly as it sounds, the Friday session invites locals to stop by the Customs Street East store for a free cup of Allpress and doughnut first thing in the morning. A long running tradition, FCF started years ago in the brand’s original Queen Street space and has grown ever since. Running from early-10.30am(ish) every Friday, the community based, low key event is open to any and all.
Crossing the spectrum from functional outerwear to highly fashionable streetwear, Huffer covers all bases, and it covers them well. But when probed for a little insight into just how the brand has managed to achieve this, perma-relaxed Steve simply shrugs, “I don’t know how it works…but we’ll just roll with it.”