Mallcore Merch Should Not Go This Hard
Huf's 'Alien' merch has no business being shockingly steezy. Oversized, washed-out hoodies + crazy abstracted graphics = unexpectedly cool clothes.
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No disrespect to Huf but I didn't think the venerable skate company had it in itself. Call a craving for clothes with personality, call it a newfound rediscovery of full-blast branding, but Huf's Alien collab has no business being this excellent.
The skate label turned out over a half-dozen pieces of collaborative merch for its Ridley Scott classic and, you know what? This shit slaps.
There's a full zip "Facehugger" hoodie that riffs on a classic critter design but is really just a banger iteration of the oversized skele-zip that draws from the heyday of LRG. The matching skullcap simply slaps, abstracting an H.R. Giger-adjacent design to fleshy lines. A work jacket printed with X-ray-style creatures hits similarly. And the Xenomorph thermal is just good. It's just really good.
Not bad for a brand better known for being sold at the mall. And none of it is even all that expensive!
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The key to a great collaboration is an elevation of the partners. It either recontextualizes familiar elements into something fresh or it turns out something all-new and ingenious. It is predicated entirely on ingenunity. And, on that front, Huf turned out a gosh-darn slam-dunk.
How easy would it have been to slap a couple logos on a shirt and call it a day? But the scale of the high-contrast graphic prints and the washed-out 'n easy nature of the garments they occupy hit a sweet spot that I could never have called. Remember, this is the weed sock brand.
But, okay, Huf. I see you.
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