Andy Forch and Richard Greiner came up with the idea for Huckberry on a chairlift at Squaw Valley in late 2009, both grinding through 90-hour weeks in investment banking and looking for a way out. They launched it in April 2011 working out of their apartments, each putting in $20,000 of their own savings. Forch taught himself Photoshop to build the website while Greiner called up brands and set up suppliers, with early inventory shipped straight to their home addresses. The company has since relocated its base to Austin, still run by the same two founders.