Radical Culture: Huck Magazine

HUCK_About-958x559Covers courtesy of Huck magazine Words by Elizabeth Pollard

Surf, skate, snow magazine, Huck, began life in the hands of a young Danny Miller, who was on a mission to rescue his first job out of uni; Adrenalin magazine.

Huck has moved on a little since it’s birth in 2006, whilst there is still an emphasis on board culture, they no longer pitch themselves exclusively to that market, but open up the features to include the creative counter culture surrounding these sports. Often through DIY art such as film, music and publishing, Huck often celebrates independant artists and riders, making the tone of the magazine feel quite underground.

As an independent magazine, budget is inevitably tight. To counter this, they often use illustration and indie artists which only adds to making the content rich and bespoke. Much like Huck’s sister publication, film magazine Little White Lies, it often centres on a theme for the issue; creating a network out of the cover feature. At the Making Magazines conference at St Brides Library, Miller describes how this ethos of building relationships across ideas and information extends throughout their creative agency; Church of London. Hosting events, creating apps and screening films are all ways to create a multi-dimensional brand which Miller and team consider vital to supporting the printed publications and vice versa; the brand couldn’t exist without referring back to it’s spine; the magazine.

With focus on artists and collaborators like Nas, Sophia Coppola, Kim Gordon, Dave Eggers and Mark Gonzales, it’s a magazine for more than just the surfers, skaters and boarders out there.

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