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For most guys, getting dressed in the morning is a fairly simple process. As long as the requisite body parts are covered up and the apparel isn’t too rumpled, we feel that we’ve successfully clothed ourselves. Of course, what guys feel and what their clothing projects might be an entirely different message. Check out the attire at your local park or playground the next time you’re there on a weekend and you’ll see what I mean. The droopy sweatpant to dude ratio is way too high.
Wouldn’t it be great if there were functional, sharp looking apparel that maintained all the comfort of your favorite sweats while allowing you to be ready for just about any adventure, whether it’s a trip to the park or a trip to Paraguay?
Enter PROOF. As one of the in-house brands of online retailer Huckberry, PROOF was established with guys in mind. After all, Huckberry has been curating premium gear and apparel for men since they launched in 2011, and has built a dedicated customer base that feels understood by a brand that centers everyday adventure. To find out more about how PROOF nails the sweet spot for guys, I spoke with Huckberry Design Manager Jordan Crosby, and tested out some of their latest gear.
We like
- Adventure ready apparel with technical fabrics and features
- Sharp design sense
- Versatile and durable
We don't like
- High price point for basics like tees and briefs
- Limited array of styles
Type Two Fun
Crosby knows a thing or two about endurance. He is a lifelong runner, and spent seven years at Nike, working on track and field kits for Olympians as well as commercial products. When the opportunity arose to design apparel for PROOF, Crosby felt a kinship with a brand that had such an adventurous pedigree.
“PROOF is oriented towards that traveler mindset,” said Crosby. “What’s the wardrobe we could create that would make it really easy to pack? We call it type two fun. It’s like something you’re doing that’s awful in the moment, but when you’re done, you look back on it like, ‘That was so good. Let’s do it again.’”
But in a world of highly specific technical apparel, the PROOF team also wanted to prioritize style. “We want to create a garment that’s going to perform for you while you’re out doing a hike, but then you could also wear it to a casual dinner setting,” said Crosby. “The material needs to live in two different worlds and make sense in both. It can’t be one dimensional.”
Rugged Yet Refined
In order to nail that intersection between lifestyle and performance, PROOF uses technical fabrics with elevated silhouettes. Their 72-Hour Merino line is so named because, thanks to the antimicrobial properties of wool, the pieces are designed to be worn for three straight days without developing any odor, making them ideal for travel. The line features tees, sun hoodies, boxer briefs, quarter zips, and 5-pocket pants. I haven’t worn my own 72-Hour tees for three straight days, but they have accompanied me on countless trips, and the products I ordered back in 2020 are still going strong.
PROOF’s PatinaTech line is a newer launch that specializes in what might be called “cozy performance.” The sweatpants, hoodies, and tees feature a natural mineral dye process that provides a rich variety of colorways. There is a touch of heritage apparel, yet the brushbacked fleece interior on the sweats are absurdly soft, moisture wicking, and anti-odor. I’m almost embarrassed to admit that as I type this, I’m wearing the PatinaTech Crew on a flight to Austin. The versatility made it a no-brainer as a garment to wear for the journey.
Earlier this year PROOF absorbed Wellen, another Huckberry in-house brand that had a more coastal vibe, and so the Airweave line of super breathable shirts and shorts is now under the PROOF umbrella. They’ve also released a ShadowFleece Hoodie featuring top of the line Polartec Alpha fabric for high exertion in cool weather. The Rover Pant, made of a breathable yet tough stretch canvas, is another style that can be dressed up or dressed down, and is available in a wide variety of fits and inseam lengths.
The PROOF is in the Pudding
PROOF has evolved since its 2017 inception. As the brand continues to innovate on the technical side of things, they’ve also stayed true to their aesthetic roots. You won’t find an abundance of zippers or neon, just durable and functional gear that would look good in any era. The clothes have what Crosby called a “stay ready mentality.”
“These products should look smart and serve you day-to-day,” said Crosby. “They're not just sitting in your closet for one apex moment. They are with you throughout adventures big and small. That, to me, is succeeding.”
PROOF has managed to be timeless without being stuffy, and versatile without sacrificing on style. In doing so they’ve created the ultimate set-it-and-forget-it wardrobe for guys. In a PatinaTech Crew and Rover Pants even a trip to the supermarket feels like it could turn into a walk on the wild side. And if it doesn’t, you’ll still look as good as you feel.
