If there’s one retailer I’d recommend shopping early and often when it comes to the best Black Friday deals, it’s got to be Huckberry. It seems Black Friday menswear sales start earlier and earlier every year, don’t they? Suffice to say, I’m here to help.

And for a company like Huckberry — the Austin-based retailer of rugged menswear classics that make every guy look great — it’s a big deal when some of the very best men’s gear and men’s clothing goes on sale, because it just doesn’t happen every day.

So, we find ourselves here, on this fine Tuesday before Thanksgiving, talking about the first Huckberry sale for Black Friday (and Cyber Monday).

That’s right: There are a series of deals and discounts being offered throughout the week on different waves of gear, whether it’s a cozy Relwen sweater, some stylish Flint and Tinder 365 Pants or absurdly comfortable slippers for laidback holiday lounging. Those discounts right now climb up to 40 percent off, and it should only get better throughout the week.

Everything from outdoor gear — like camping accessories and pocket knives — is also up for grabs, along with a healthy assortment of knitwear, casually cool blazer and even a covetable set of Whiskey Peaks rocks glasses. And the fun is just getting started when it comes to Huckberry Black Friday sales aplenty.

It won’t be the last time you hear from me on the subject, but just know that you can score deals of up to 40% off at Huckberry, with some likely surprises thrown in the mix. Shop to your heart’s content, but leave some energy for the rest of the week: The best menswear deals from your favorite brands are set to keep rolling, my friends.