HUH.

The eponymous retail offshoot of an in-the-know online culture magazine, HUH straddles the line between trying too hard and casually cool  with ease. Located in Hackney, the welcoming boutique is somewhat small but makes up for its quaintness in design and offerings. Featuring a hardwood floor, raw wooden shelves, wooden wall detailing, and plenty of potted plants, its trendy yet minimalist decor appeal mirrors that of its merchandise. The best part? It also offers complimentary coffee—reason enough to stop in.

           

HUH is the kind of boutique that you’d imagine influencers with clean, bright grids might shop at. Upon entering, you’ll be greeted by shelves of homegoods on your left stacked with a hodgepodge of items including Bloomingville Stoneware ceramics, Ferm Living scented candles, Hay metal serving trays, and more. Think airy pastels and muted neutrals in terms of their color palette, and functional and sensible in terms of their design. Basically, think Muji, but a bit more elevated.

As you make your way further into the space, you’ll walk through clothing racks with a small selection of wears, men’s options on your left, and women’s on your right. Here, you might find everything from a structured Samsoe Samsoe dress emblazoned with tangerine stripes or a graphic Carhartt WIP tee to a corduroy Calvin Klein mini skirt or a Tommy Jeans bomber jacket complete with a faux shearling collar. Everything has a utilitarian air but is still speaks to the trends du jour, which indicates they’ll be instant classics–exactly the kind of pieces a strong, timeless wardrobe is made of.

Once you’ve made your clothing picks, choose some accessories that will make them pop. Offering classic Herschel backpacks, corduroy Norse Projects caps, playful Wood Wood pins, HUH’s got everything you need to ace utilitarian cool.

           

Product photos courtesy of HUH.