proof

Founded in 2017 as an in-house brand for the men's lifestyle retailer Huckberry, Proof is designed in Austin, Texas, and focuses on premium performance apparel for everyday adventure. The brand bridges the gap between technical outdoor gear and modern menswear, creating versatile pieces that transition seamlessly from travel to daily life. Proof is best known for its signature 72-Hour Merino collection, which utilizes a specialized merino wool and nylon blend designed to resist odors and regulate temperature for three days of continuous wear.

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