Huckberry just gave its in-house Wills label a proper relaunch, cementing it as the retailer's official “smart casual” line. The idea is simple: clothes for the guy who knows how to clean up but doesn't want the hassle of fussy tailoring or stiff dress codes. Think comfortably cool dress pants you can wear all day, tailored shirts that actually move with you, and suiting that looks sharp but won't demand dry-clean-only devotion. Even their cashmere blends are washable, so you can treat them like your favorite tee instead of a delicate heirloom.

It's a collection built for real life—long work days that roll into late nights, quick coffee meetings that turn into big moments. The brand leans on timeless design, but updates it with just enough modern ease so you never look overdone. No overbuilt techwear gimmicks. No fabrics that wrinkle if you glance at them wrong. Just reliable, elevated staples that bridge the gap between casual and dressed-up, making Wills Huckberry's answer to the kind of wardrobe you'll actually want to live in.