New Zealand Brand Huffer is marking 25 years in business this year after two gruelling years with Covid. Born in the hills and raised on the streets, Huffer was founded in the 90’s where influence came from immersion in the skate and snow culture. The vision was simple, yet unique – to create functional clothing that looked as good on the snow as it did on the street.
Intro image and photography above by Annupam www.annupam.com
25 years later, that’s exactly what Huffer has achieved. Founder, Steve Dunstan, who remains in the business today, touches on what has made the journey of Huffer so unique.
“Huffer’s secret sauce has always been people, and subsequently, community. It all started at the Huffer Basement in central Auckland. This is where it all came together in one physical space. A place for us, a growing team, and friends to hang out. Full of rich memories through the years of highs and lows with many lessons learnt…our pathway has been shaped from our experiences. It was natural for us to want to hang out in the space and from there, Free Coffee Friday was born. We provided the Coffee, and our friends came along providing the chat. It was connection over a cup and it grew to be an event world famous in the community.’
Huffer’s success seems to be its humble beginnings and the lessons it’s learned over the years. Dunstan sees it as evolution in streetwear. From the street/skate culture, Huffer morphed into a fully-fledged fashion brand with a street edge. ‘We don’t call ourselves streetwear’ says Dunstan, ‘We are a brand, and we design clothing that allows people to express themselves.’
Huffer has managed to successfully navigate fashion and function in the last 25 years. Their Huffer Puffer is iconic in the university scene as well as with all those who grew up with Huffer. ‘The classic OG has been around for almost 25 years’ says Dunstan.
Their first Down jacket was made in NZ, filling in a factory best known for duvets. The Down and Puffer jackets (Dunstan is quick to define the difference – One is made from Down and the Puffer a recycled synthetic plume) has really defined their reason for making clothing – striving to design to a philosophy of ‘Seek, Socialise, and Survive’.
“Seek represents our garments that enable the want to discover through ability and innovation.
Socialise covers garments that fit in your ‘everyday’ wardrobe enhancing your work / life balance. From work to the party and back again.
Survive is our outerwear collection drawing from why we started, to help you stay warm and dry
We create women’s dresses, printed t-shirts, and then 100% waterproof outer Down Jackets. It’s such a mix!”
25 years on, what has Dunstan learnt about brand, fashion, and life? “Well, there are a heck of a lot of highs and lows. We have been there and done that so many times its ridiculous! Passion and dedication are really the key to a NZ success story. We have the right team here at Huffer, so many of our team have been here for such and long-time so we retain all their knowledge and passion. And life throws so many curve balls you just need to have a good Down jacket in your wardrobe to weather those storms!”
When asked about how Huffer was celebrating their 25 years, Dunstan confirms a party is on the cards if covid restrictions allow.
To celebrate, they’re going way back with a 25th year collection that represents the very first 7-piece collection designed and made by Huffer. “I am really excited to be seeing it come together. It’s been over a year in the making and it captures the essence of why we started the brand.” Dunstan adds.
Dunstan doesn’t go into much more than this, however we have on good authority there will be an OG puffer in the limited 25th year drop.
And what next for Huffer? Dunstan reveals new plans are on their way. It’s an exciting time to be a Brand in NZ and also be a retailer. “We are constantly challenging our model, and we look to all for inspiration and now it’s very clear, we are home. NZ is our home, so you will see more great Kiwi collaborations, and a heck of a lot of Free Coffee Fridays when the time is right.”
Stores
Britomart – 34 Customs St, CBD, Auckland
Newmarket – Westfield Newmarket, Level 1, Auckland
Ponsonby – 182 Ponsonby Rd, Ponsonby, Auckland
Te Awa – Te Awa Mall, Hamilton
Taupo – 19 Heuheu Street, Taupō, Taupo
Palmerston North – 113 The Square, Palmerston North
Wellington – 115 Victoria St, Wellington
Wellington – 60 Cuba Street
Christchurch High St – 236 High Street, Christchurch
Riccarton – Shop S259, Westfield Riccarton, Christchurch
Queenstown – 36B Shotover St, Queenstown
Dunedin – 307 George Street, Dunedin
Melbourne Central – Shop 207a, Level 2, Melbourne Central Shopping Centre, La Trobe St & Swanston St, Melbourne
By Acacia Walker
1st April 2022