What Does Huk Stand For
Huk /hook/ noun - a piece of metal or other material,
curved or bent back at an angle, for catching hold of things
For more than 20,000 years this simple invention has connected people across the world. It has fed families, built relationships across communities, and inspired fireside stories for generations. That's why, when a group of passionate anglers and waterman came together in 2014 with an idea to create something different in the fishing space, they chose to name our brand after this critical tool.
(Yes, it's pronounced "hook" not "huck" ... gives you something to think about)
Our dedication since then has been creating hard-charging performance gear, designed to stoke a life centered around the water. With clothing designed at the fabric level to gear you up for all your on water adventures, we bring intentional performance features to all our designs. From technical fishing outerwear to all-day sun protection to off-water style, we'll have you covered no matter what adventure lies ahead.
HUK
A BRIEF HISTORY
What started as a shirt program with our best-selling Icon, has become the ultimate hot weather fishing kit with head-to-toe coverage, in peak performance fabrics.
before Icon
Everything was made of cotton or fit like a trash bag and people got sweaty and sunburned.
Bold decisions create a big brand
Four friends decided chase an idea - to build a company that supported their passion for fishing all year long and to design best-in-class gear that looked good on and off the water.THE BEGINNING OF HUK
Huk was born with the launch of the Icon shirt, a new aggressive take on the performance fishing market. With bold colors and big branding, the guys rolled up to events with wrapped Freemans, and in that moment Huk shook up the space with an attitude that hadn't been seen before.
THE ICON MAKES WAVES
The Icon goes national with distribution hitting all 50 states in only 3 years. Along with the Icon, Huk now represented a truly technical line of apparel built to allow serious anglers to fish harder and in more comfort.TIDE POINT ENTERS THE CHAT
A fresh take on an old school shirt. After building the brand through performance knits, it was time to take on an industry giant - the woven button-down fishing shirt. Creating a knock off wasn’t our style, so we developed a cleaner, faster, more modern fit button down that delivered exceptional performance without the weight, do-dads, and giant baffles that our competition relied on to perform. The Tide Point was a hit and is still one of our best sellers today.
A COLLECTION IS BORN
Recognizing the energy around our performance driven approach to apparel, we began to build out new products to support the rest of our consumer’s lifestyle. We took inspiration from our performance fabrics and expanded into new water-inspired lifestyle categories that did more than just look good. Launching the Kona shirt opened the door to a whole new look for Huk - on the boat performance cred met off the boat sharp looks. The Kona has grown to become our customer's favorite everyday shirt and is offered in over 30 colors and prints.A GAME-CHANGING BOOT
2020 was a big year marking our entry into the waterproof boot category with the new Rogue Wave. Leveraging over two years of feedback and testing with guides and captains across the country, our proprietary Grip-X outsole was designed to be the ultimate in on-the-water stability, with a multi-directional traction support and all-day comfort.
A REDESIGN OF AN ICON
Our 10th anniversary brought a revamp to the shirt that started it all. With a redesigned expanded full back mesh panel and hood, updated raglan sleeves to increase range of motion, and a modern fit (while maintaining 50+ UPF protection), the Icon is stronger than ever. We continue to innovate for the anglers that trust us to gear them up to be First to the Fish.Built Different. Proven Fast.
After years of feedback from customers, guides, captains, and ambassadors, we launched Rogue Island - a flip flop that delivered the same confidence and performance our anglers had come to expect. The result was a category-defining product that sold out in just 48 hours and quickly became one of the most successful launches in our history. Rogue Island is a reflection of our belief that great gear isn't built overnight, it's built by listening, testing, refining, and never settling for good enough.
Our Guiding Principles
Uniting All Anglers
At Huk, we believe the water has a way of bringing people together. We’re not defined by one body of water, one species, one style of fishing, or one way of doing it. From offshore runs to freshwater weekends, we’re united by the same pull to get outside and get on the water. Built by anglers and inspired by the people who live life around the water, Huk creates gear for wherever that passion takes you. No matter how, where, or what you fish, there’s always more that connects us than separates us.
Purpose-Built to Perform
Everything we make starts with a purpose. From the fabrics we choose to the features we build in, every detail is designed to make time on and around the water better. That means technical apparel engineered to keep you comfortable through a long day offshore, rain gear built for when the forecast turns, and footwear designed to keep you moving confidently from slick decks to the shoreline. Even the pieces made for the moments between adventures are built with the same attention to comfort, function and versatility. Because for us, performance isn’t limited to one product or one moment, it’s purpose-built into everything we make.
Never Lose the Fun
The water is where the best stories start. The early mornings that turn into all-day adventures. The fish you’ll talk about for years. The ones that got away. The hooksets, high fives, questionable decisions and moments you wish could last a little longer. We take fishing seriously, but we’ll never take ourselves too seriously. That spirit shows up in who we are and everything we create. With bold colors, big personality and a love for the water that keeps us coming back. Because no matter your age, your experience or what you’re chasing, time on the water has a way of making life a whole lot more fun.