Menswear | January 4, 2021 10:47 am

We Did Not Expect a Coors and Huckberry Collab to Look This Good

Dry January is just going to have to wait

Huckberry and Coors Golden Hour series gear
The Golden Hour Series feature trucker jackets, T-shirts, corduroy hats and much more.

Vintage beer gear — trucker hats with PBR logos, denim jackets with oversized Budweiser patches, ratty tees emblazoned with “Olympia” — is a little old hat in 2021. A little too did you buy that on the sale rack at Urban Outfitters? Which is why we’re just as surprised as you that the new collaboration between Huckberry and Coors looks as good as it does. 

Christened the Golden Hour Series, the first drop of which was just released (with two more on the way), the collaboration does feature some old-timey Coors branding, but Huckberry throws in its own modern adventurer aesthetic to bring us some goods that even those partaking in Dry January will want to pick up.

The standout is the Trucker Jacket, designed in a striking blue, tan and red colorway out of washed denim, twill and corduroy, but we also have our eye on the corduroy hats and basic tees (they’ve also got novelty items like coolers and koozies). But the part that seals the deal for us is that the companies are taking this opportunity to highlight some inspirational figures heading into 2021 — in this case, firefighter and former wildfire Hotshot Gregg Boydston — and donating 10% of proceeds from the gear to the Wildland Firefighter Foundation.

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