HUF delivers contemporary clothing and accessories. Founder, Keith Hufnagel, grew up skateboarding in the gritty streets of New York City in the late-80s, a time when skateboarding was not accepted. It was considered a counterculture of outcasts and was misunderstood by the masses. But it was a way of life that would ultimately shape Hufnagel's outlook on life.
In 1992, Hufnagel moved to San Francisco to pursue his passion for skateboarding and soon after turned professional. He saw an opportunity to give back to that same community which had raised him, and opened a small boutique in 2002 on an offbeat block of San Francisco's Tenderloin District. Its aim was to bring the most respected brands that the skateboard, streetwear, and sneaker communities had to offer together, under one roof. He named the shop HUF.
Today, HUF has evolved into an independent manufacturer of premium apparel, footwear, and skateboarding goods. Though much has changed over the course of the brand, Hufnagel still holds strong to the same core beliefs that drove him since day one.
HUF looks to classic American craftsmanship, timeless vintage design, and an appreciation for fine-and-functional modern detail to produce quality goods that incorporate the past and present to create the future. The range integrates functional materials, high quality construction and signature graphics and slogans. It not only represents a more refined and forward-thinking skateboard brand, but the vast array of countercultures and that parallel skateboard mentality: do not settle for the status quo.