Huf

HUF is a brand deeply rooted in the skateboarding and streetwear culture, founded by professional skateboarder Keith Hufnagel. The brand's origins can be traced back to the gritty streets of 1980s New York City, where Hufnagel grew up skateboarding. During this time, he was part of an early street skating generation that was heavily influenced by a variety of city countercultures, including hip hop, punk, graffiti, and streetwear. In 1992, Hufnagel moved to San Francisco to pursue his career as a professional skateboarder, which allowed him to travel the world.

In 2002, Hufnagel decided to give back to the communities that had shaped him by opening the first HUF boutique in San Francisco's Tenderloin district. This store was unique in that it brought together respected skate, streetwear, and sneaker brands under one roof. The boutique quickly became known as the Bay Area's go-to place for hard-to-find goods, drawing in a new generation of skaters, artists, and creatives.

As the brand evolved, Hufnagel launched his own collection, which aimed to encapsulate the essence of skateboarding and street culture. Now based in Los Angeles, HUF has grown into a globally recognized skate and lifestyle brand. It is known for its clean aesthetic, provocative designs, and commitment to quality craftsmanship. Over the years, HUF has collaborated with a wide range of artists, designers, photographers, musicians, and unconventional tastemakers. The brand also supports a collective of eclectic skateboarders and ambassadors.

HUF's ethos is encapsulated in the motto "Build. Destroy. Rebuild." This reflects the brand's dedication to pushing culture forward and its refusal to conform. For over 15 years, HUF has been at the forefront of skate and streetwear fashion, continually innovating and influencing the scene. The brand's progressive vision, which has been a driving force since its inception, has made it a respected name in the industry, known for its unique take on the skateboarding lifestyle and its ability to stay true to its roots while evolving with the times.