Surface Matter: Andy Forch


Our goal is to equip you for greatness, like a desk does. Which is why they have us so intrigued. Hence, Surface Matter: it's a micro-level look at the uniquely curated workspaces of those we admire most. 

This week we’re looking into the San Francisco HQ of men’s online shop, Huckberry. Founded in 2011 by Andy Forch and Richard Greiner, the site serves up carefully curated men’s apparel and gear on a weekly basis with the intention to “inspire more active, adventurous, and stylish lives.” Huckberry's picks are spot-on, the insider pricing is unbeatable, and the content they produce is absolutely captivating. (Bookmark their blog, The Journal. You won’t be disappointed.) 

We caught up with Huckberry co-founder Andy Forch to learn more about how and where he does his best work.

Surface Philosophy: "My best work happens in the morning. I live in North Beach and our office is in the Design District, so most mornings I run to the office along the Embarcadero.

I try to end each day with a good sense of what I want to accomplish the next day, so on my run I'm usually thinking about a problem or opportunity. If I need to think creatively, I'll try to listen to a creative podcast (e.g. Tim Ferriss interviewing The Glitch Mob, or Song Exploder), or a house-y playlist on Spotify like Weekend Vibes. If I'm working on more of a hairy business problem, I'll see if there's a podcast out there that explores that issue. I typically cap my run with a short cappuccino at the Papa November coffee truck next to our office, and then by the time I reach my desk, I'm ready to hit the ground running. I believe that a tidy desk breeds tidy thoughts, so the only real things I need on it are my Macbook, David Kind glasses, Zebra Z-Grip pens, and a few sheets of white computer paper for thinking."