Step into a time capsule that bridges eras, where nostalgia meets contemporary allure. Join us in celebrating the '90s spirit with a twist as we delve into Apartment 97, a tribute to Huffer’s New Zealand roots and evolution. From its inception in 1997 as a snowboarding pioneer to its present-day status as a sought-after streetwear icon, Huffer's journey is a story of innovation, style, and enduring connection.

The Birth of Huffer: From Snowboarding to Streetwear

In the late 1990s, when snowboarding was making waves in New Zealand, Huffer emerged as a distinctive and fresh voice in the scene. Founded by New Zealanders Steve Dunstan and Daniel Buckley, the brand's genesis lay in addressing a unique need: to offer well-designed, casual clothing that could withstand the rigors of the snowboarding community while embracing the aesthetics of skate culture. The result was a fashion fusion that resonated deeply with a community seeking individuality on the slopes.

From Peaks to Pavement: Huffer's Evolution

As Huffer's designs graced the snow-capped slopes, the brand's identity naturally evolved. The Kiwiana-themed t-shirts featuring local motifs marked a pivotal point, propelling Huffer's recognition beyond the slopes and into the hearts of Kiwi’s. The brand's expansion into urban centres and its crossover into the skateboarding scene attested to Huffer's ability to speak to diverse subcultures.

In the mid-2000s, Huffer continued its meteoric rise by crossing the Tasman Sea and entering the Australian market. The opening of its Bondi store became a beacon for Kiwis living across the ditch, embracing the brand as an emblem of their heritage. The launch of its own-brand retail outlets solidified Huffer's position as a lifestyle icon.

Apartment 97'

With a deep-rooted Kiwi history, we threw it back to Huffers birth year, 1997, to craft a campaign that captures the '90s essence while maintaining its contemporary relevance. The 'Apartment 97' concept pays homage to Huffer's journey by immersing us in a rustic apartment that sends us back to the era, while a modern twist reminds us of its enduring presence.

Huffer's clothing, known for its classic street and loungewear, has evolved with a contemporary edge. Apartment 97 showcases the brand's signature style—a fusion of classic and modern elements that resonate with everyone.

The 90’s are still hot and the spirit lives on through Huffer and their classic streetwear pieces. Apartment 97 is more than a campaign; we’ve fashioned a bridge that unites eras and styles in a blend of creativity and authenticity.