How Huckberry is building its brand one YouTube show at a time

When Nova Scotia-based pro surfer and entrepreneur Dean Petty wanted to fix up his dad’s 2002 Toyota Tacoma, he didn’t simply take it to a mechanic. Instead, he went to see the folks at Squirrel Concepts in Long Beach, California, the foremost experts in vintage Toyota repair, to learn how to do it himself. This is the concept of Petty’s new YouTube series with menswear direct-to-consumer (DTC) retailer Huckberry. Shop Class chronicles his journey to learn new skills—from fixing...