HUK – D2C Ranking & Growth Metrics
Performance fishing apparel and gear for men, women and kids
Last updated · August 2026 edition · method v1.2
HUK ranks #119 of 312 D2C brands in the August 2026 edition and #34 of 63 in Apparel, down 6 places on last month. We estimate HUK's revenue is flat year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in June and May. Among apparel brands selling fishing apparel, its closest competitor is Grundéns (#115).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big HUK is today: #119 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is HUK's revenue growing?
We estimate HUK's revenue is flat year on year (high confidence). Branded search is steady and site traffic is growing year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is HUK growing?
HUK's Momentum score is 54.1, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is growing over the same 12 months. Since September 2025 it has moved from #124 to #119 overall. Its size score is driven most by social audience, with branded search demand relatively weakest.
About HUK
HUK makes performance fishing apparel and gear for men, women and kids, sold direct through its own website as well as through a store locator network. The range covers performance tops, button-downs, T-shirts and polos, shorts and other bottoms, outerwear including rainwear and fleece, footwear, headwear, and accessories such as gloves and gaiters, organised around saltwater, freshwater and fly fishing use.
The brand positions itself around functional clothing designed for time spent fishing, with product lines built for specific conditions such as sun protection, wet-weather wear and deck footwear. HUK sells online with US shipping offers and international delivery options, alongside a loyalty programme called Captain's Club. Its catalogue spans adult and kids' ranges, with dedicated women's and children's collections alongside the core men's line.
HUK branded search volume
How often people search for HUK by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady. Demand is seasonal, peaking in June and May and lowest in October.
HUK's audience, products and channels
Social audience
- Instagram hukgear 457,304
- TikTok hukgear 26,800
Also on YouTube and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store1,000+
- New in the last 90 days18
- Typical priceUS$60
- Price rangeUS$10 – US$500
From HUK's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US and Canada.
Ecommerce stack
- Email & SMSKlaviyo, Postscript
- ReviewsYotpo, Judge.me
- LoyaltyLoyaltyLion
Tools detected on huk.com; detection covers common apps and may miss some.
HUK competitors
The apparel brands closest to HUK: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Waterproof fishing apparel and footwear for commercial and recreational anglers
Performance fishing clothing and gear for men and women
Surf-inspired apparel and wetsuits for men, women and youth
Merino wool apparel for skiing, biking and the outdoors
Technical outdoor apparel and gear for mountain sports, made in Jackson, Wyoming
HUK vs Grundéns
Grundéns is the bigger brand (Scale 48.1 against 47.3), while HUK is growing faster (Momentum 54 against 52). See Grundéns' page.
| August 2026 | HUK | Grundéns |
|---|---|---|
| Overall rank | #119 | #115 |
| Apparel rank | #34 | #32 |
| Scale (size) | 47.3 | 48.1 |
| Momentum (growth) | 54.1 | 52.0 |
| Branded search | 35 | 52 |
| Site traffic | 43 | 40 |
| Social audience | 67 | 54 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
HUK: common questions
What does HUK sell?
Performance fishing apparel and gear for men, women and kids. Known for: Performance tops, Rainwear and outerwear, Fishing footwear (deck boots, flip flops), Headwear and gloves/gaiters and Sun-protection kids' wear.
Where is HUK from?
HUK is based in United States.
Where can you buy HUK?
HUK sells through its own online store and selected retailers. Its online store is at huk.com.
Is HUK's revenue growing?
We estimate HUK's revenue is flat year on year (high confidence). Branded search is steady and site traffic is growing year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are HUK's competitors?
HUK's closest competitors in the Apparel category are Grundéns, Pelagic, Vissla and Mons Royale.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.